The earliest advertising intercession in Russia. From a German BussinesmanMetzel.
After the destruction of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published solely in official newspapers, then from that tick it became possible to promulgate newspapers on the rolling in it advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Appointment of ads. The tasks of this section, open Metzel Ludwig, a Czech by way of origin, but theoretically German clan, were receiving ads commercial and private character and appropriate them in the press. Of course, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the inception of XX century vigour Metzel nearly monopolized the Russian peddle in behalf of text advertising and has already entered the ecumenical level: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading legislative body has been transformed into a “Russian Joint Source Company announcements - This company lasted until October 1917
Parentage business Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first by means of professionals. Of dispatch, this affects the quality of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such income, and, as a ruling, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel with dispatch revives marketing in the alien corners of the wilderness, which, in produce, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not merely unassimilable companies but also their own, promoting the advertising company: “Every producer of a product may be, or sells it requirement, if he wants to swell its sales and fall back on to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is gifted to award, purpose continually benefit and the amount burnt- on publishing, perpetually upon bankroll b reverse in abundance. The theatre troupe commitment gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main charge ad
If the Main Office advisers aboard “worked, mostly, the placement, the” Russian Joint Furnish Company offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful tip here. The regional businesses remember the shop more intelligent and through the Internet, you can find contact companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the poster that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are secured next to a mob of distinct details, so that you may not make happen the intended even-handed - to develop their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their elegant advent and inductive content.”
The illustrious adjectival phrase “advertising - the machine of shoppers” - is also the development of the earliest advertising force Metzel: it is considered that it invented the top banana director of the partnership VA Polyakov.