The beginning advertising workings in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published sole in official newspapers, then from that moment it became admissible to spread about newspapers on the scratch advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Central Firm of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech by origin, but theoretically German nationality, were receiving ads commercial and secluded nature and standing them in the press. Of routine, initially Metzel worked primarily with the provincial editions, but later his happening 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 °».
Through the beginning of XX century undertaking Metzel less monopolized the Russian market recompense text advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Joint Breeding Company announcements - This suite lasted until October 1917
Family business Metzel contributed to the condition of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created elementary past professionals. Of advance, this affects the importance of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such proceeds, and, as a practice, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel quickly revives marketing in the unusual corners of the country, which, in turn, stilted the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising vocation: “Every fabricator of a product may be, or sells it ought to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be finicky sometimes to withstand all progressively increasing competition. A decent advertising, which does not probability more than what she is masterful to award, desire continually extras and the amount spent on publishing, forever upon underwrite in abundance. The group liking gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means central charge ad
If the Prime Department committee “worked, mostly, the placement, the” Russian Shared Progenitor Company offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried free the dispatch into other languages (A lilliputian tip-off here. The regional businesses know the customer base more intelligent and through the Internet, you can find out association companies, such as “Werbeagentur Kerken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the company Metzel directly appealed to entrepreneurs: “You are doomed beside a miscellany of distinct details, so that you may not make happen the intended objective - to age their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you compel achieve the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and rational content.”
The well-known adjectival phrase “advertising - the machine of mercantilism” - is also the origination of the elementary advertising force Metzel: it is considered that it invented the executive the man of the group VA Polyakov.