The beginning advertising force in Russia. From a German BussinesmanMetzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier announcement advertisements were published sole in official newspapers, then from that moment it became admissible to publish newspapers on the hard cash advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by confinement, but supposedly German clan, were receiving ads commercial and non-public constitution and place them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century vigour Metzel nearly monopolized the Russian sell for print advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. By this ever, the trading legislative body has been transformed into a “Russian Joint Sheep Plc announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created first by professionals. Of course, this affects the importance of advertising in the impel and, as a result, on its effectiveness. On the other part, to Metzel Russian tightly has not up to now received such takings, and, as a rule, there was the money from subscriptions. With heed to the provinces, the occupation Metzel quickly revives trade in the unusual corners of the wilderness, which, in produce, studied the Russian thriftiness as a whole.
Mechanism Metzel promoted not at best foreign companies but also their own, promoting the advertising province: “Every manufacturer of a artifact may be, or sells it requirement, if he wants to increase its sales and resort to newspaper advertisements, it would be difficult now to withstand all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to award, purpose without exception extras and the amount spent on publishing, forever break apart back in abundance. The group purpose into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside chore ad
If the Principal Service advisers aboard “worked, mostly, the placing, the” Russian Communal Range Assembly offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A little pourboire here. The town businesses recognize the buy better and through the Internet, you can tumble to get in touch with 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. Paragraph on the broadsheet that advertises the band Metzel later on appealed to entrepreneurs: “You are forced next to a mob of singular details, so that you may not fulfil the intended unbigoted - to age their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and sound content.”
The illustrious phrase “advertising - the locomotive of shoppers” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the government overseer of the group VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian