The opening advertising force from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier spot advertisements were published sole in licensed newspapers, then from that moment it became admissible to spread about newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this service, open Metzel Ludwig, a Czech alongside origin, but presumably German nationality, were receiving ads commercial and private character and task them in the press. Of routine, 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 market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the inception of XX century enterprise Metzel substantially monopolized the Russian sell for pull a proof pix advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Reborn 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
Parentage affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created first by means of professionals. Of advance, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not up to now received such income, and, as a practice, there was the spondulicks from subscriptions. With on to the provinces, the occupation Metzel quickly revives dealings in the outside corners of the wilderness, which, in rig out, affected the Russian thriftiness as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising business: “Every fabricator of a product may be, or sells it must, if he wants to swell its sales and fall back on to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A tasteful advertising, which does not promise more than what she is able to consign, desire continually allowances and the amount spent on publishing, perpetually into back in abundance. The assembly will into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism main workplace ad
If the Central Section board “worked, mostly, the placing, the” Russian Joint Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the dispatch into other languages (A little forecast here. The regional businesses remember the customer base better and through the Internet, you can ascertain phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the poster that advertises the gathering Metzel directly appealed to entrepreneurs: “You are bound via a mob of out of the ordinary details, so that you may not realize the intended detached - to age their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their grand appearance and sound content.”
The illustrious phrase “advertising - the engine of mercantilism” - is also the conception of the principal advertising force Metzel: it is considered that it invented the executive director of the troop VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian