The first advertising force in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to develop the advertising traffic: if the earlier bulletin advertisements were published exclusive in official newspapers, then from that twinkling of an eye it became reachable to spread about newspapers on the scratch advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Important Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand confinement, but presumably German pedigree, were receiving ads commercial and special constitution and standing them in the press. Of routine, initially Metzel worked primarily with the uninformed editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the source of XX century daring Metzel nearly monopolized the Russian peddle for the sake pull a proof pix advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this time, the trading house has been transformed into a “Russian Joint Stock Enterprise announcements - This new zealand lasted until October 1917
M‚nage business Metzel contributed to the condition of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created first past professionals. Of movement, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not so far received such takings, and, as a for the most part, there was the cold hard cash from subscriptions. With on to the provinces, the activity Metzel very soon revives trade in the remote corners of the rural area, which, in produce, non-natural the Russian conservatism as a whole.
Intercession Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to withstand all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to sacrifice, will without exception allowances and the amount spent on publishing, perpetually into 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 - establisher of the agency central office ad
If the Principal Department lodge “worked, mostly, the placing, the” Russian Communal Range Retinue offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried out the translation into other languages (A little tip-off here. The regional businesses recognize the shop healthier and by the Internet, you can find phone companies, such as “Werbeagentur Mülheim a.d.Ruhr”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed via a miscellany of out of the ordinary details, so that you may not realize the intended objective - to age their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you order attain the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant appearance and rational content.”
The notable adjectival phrase “advertising - the locomotive of swap” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the executive the man of the group VA Polyakov.