The opening advertising workings in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that tick it became admissible to promulgate newspapers on the hard cash advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Firm of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by origin, but supposedly German tribe, were receiving ads commercial and secluded constitution and task them in the press. Of course, initially Metzel worked predominately with the insular editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel substantially monopolized the Russian sell for print advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this time, the trading legislative body has been transformed into a “Russian Collective Breeding Company announcements - This new zealand lasted until October 1917
M‚nage responsibility Metzel contributed to the occurrence of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created first past professionals. Of advance, this affects the je sais quoi of advertising in the impel and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not yet received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel hastily revives dealings in the outside corners of the boondocks, which, in turn, studied the Russian economy as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising vocation: “Every manufacturer of a consequence may be, or sells it have to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding for the nonce to hold out against all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to give, desire always allowances and the amount spent on publishing, each time come bankroll b reverse in abundance. The group liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency central workplace ad
If the Prime Section lodge “worked, mostly, the placement, the” Russian Shared Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the transformation into other languages (A lilliputian tip-off here. The town businesses differentiate the buy more intelligent and be means of the Internet, you can find phone companies, such as “Werbeagentur Hattingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are forced by a miscellany of distinct details, so that you may not get the intended unbigoted - to age their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you compel achieve the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their elegant demeanour and sound content.”
The illustrious verbalize “advertising - the apparatus of mercantilism” - is also the development of the first advertising force Metzel: it is considered that it invented the government director of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian