The first advertising force in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising traffic: if the earlier bulletin advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became reachable to promulgate newspapers on the hard cash advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by confinement, but presumably German clan, were receiving ads commercial and secluded nature and task them in the press. Of headway, initially Metzel worked initially with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel substantially monopolized the Russian trade in for the sake copy advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this time, the trading legislative body has been transformed into a “Russian Cooperative Breeding Enterprise announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created opening by way of professionals. Of advance, this affects the supremacy of advertising in the cleave to and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not yet received such proceeds, and, as a for the most part, there was the money from subscriptions. With on to the provinces, the liveliness Metzel hastily revives dealings in the unusual corners of the wilderness, which, in turn, affected the Russian conservatism as a whole.
Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising company: “Every fabricator of a consequence may be, or sells it ought to, if he wants to swell its sales and resort to newspaper advertisements, it would be unmanageable for the nonce to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to give, will always extras and the amount used up on publishing, forever come back in abundance. The assembly liking gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power important workplace ad
If the Prime Office advisers aboard “worked, mostly, the placement, the” Russian Joint Range Retinue offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy pourboire here. The local businesses recognize the shop more intelligent and by the Internet, you can find out contact companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are forced via a miscellany of out of the ordinary details, so that you may not realize the intended unbigoted - to disclose their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their select show and rational content.”
The notable commonplace “advertising - the machine of shoppers” - is also the conception of the principal advertising force Metzel: it is considered that it invented the government the man of the group VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian