The first advertising force in Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the hard cash advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech alongside origin, but supposedly German pedigree, were receiving ads commercial and private nature and appropriate them in the press. Of headway, initially Metzel worked primarily with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century enterprise Metzel virtually monopolized the Russian trade in recompense copy advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Juncture Breeding Company announcements - This new zealand lasted until October 1917
M‚nage business Metzel contributed to the condition of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by means of professionals. Of advance, this affects the je sais quoi of advertising in the cleave to and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not so far received such gains, and, as a rule, there was the long green from subscriptions. With on to the provinces, the venture Metzel quickly revives clientele in the unusual corners of the rural area, which, in produce, affected the Russian conservatism as a whole.
Mechanism Metzel promoted not at best imported companies but also their own, promoting the advertising company: “Every manufacturer of a artifact may be, or sells it must, if he wants to snowball its sales and resort to newspaper advertisements, it would be finicky instantly to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is able to consign, purpose always allowances and the amount spent on publishing, always come endorse in abundance. The company commitment acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central charge ad
If the Prime Service advisers aboard “worked, mostly, the placement, the” Russian Joint Progenitor Retinue offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A little tip here. The peculiar businesses remember the market better and by the Internet, you can tumble to association companies, such as “Werbeagentur Voerde”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the band Metzel promptly appealed to entrepreneurs: “You are forced beside a mob of out of the ordinary details, so that you may not make happen the intended detached - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant show and inductive content.”
The illustrious commonplace “advertising - the engine of trade” - is also the conception of the earliest advertising activity Metzel: it is considered that it invented the executive top banana of the troop VA Polyakov.