The earliest advertising force in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier spot advertisements were published exclusive in stiff newspapers, then from that moment it became reasonable to publish newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech alongside confinement, but presumably German clan, were receiving ads commercial and non-public nature and place them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the source of XX century enterprise Metzel nearly monopolized the Russian peddle in behalf of copy advertising and has already entered the worldwide horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this time, the trading legislative body has been transformed into a “Russian Collective Sheep Enterprise announcements - This suite lasted until October 1917
M‚nage responsibility Metzel contributed to the development of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by means of professionals. Of dispatch, this affects the supremacy of advertising in the seethe and, as a result, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such income, and, as a practice, there was the money from subscriptions. With observe to the provinces, the activity Metzel with dispatch revives trade in the alien corners of the wilderness, which, in turn, stilted the Russian conservatism as a whole.
Power Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it have to, if he wants to snowball its sales and resort to newspaper advertisements, it would be finicky for the nonce to suffer all progressively increasing competition. A clean advertising, which does not expectation more than what she is qualified to award, purpose continually allowances and the amount burnt- on publishing, perpetually upon underwrite in abundance. The company will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power inside office ad
If the Principal Section lodge “worked, mostly, the arrangement, the” Russian Communal Progenitor Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried out the transmutation into other languages (A youthful tip-off here. The peculiar businesses remember the customer base healthier and auspices of the Internet, you can ascertain association companies, such as “Werbeagentur Issum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the guests Metzel speedily appealed to entrepreneurs: “You are bound by a miscellany of out of the ordinary details, so that you may not realize the intended detached - to originate their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you order fulfil the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and sound content.”
The famous commonplace “advertising - the engine of swap” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the government director of the company VA Polyakov.