The beginning advertising intercession from Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to develop the advertising responsibility: if the earlier notice advertisements were published exclusive in true newspapers, then from that moment it became reasonable 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 one first advertising agency, called “Important Appointment of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and private personality and appropriate them in the press. Of routine, initially Metzel worked basically with the uninformed editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the source of XX century daring Metzel virtually monopolized the Russian trade in recompense text advertising and has already entered the ecumenical au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading legislative body has been transformed into a “Russian Collective Source Companionship announcements - This company lasted until October 1917
Parentage affair Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created first by means of professionals. Of course, this affects the supremacy of advertising in the cleave to and, consequently, on its effectiveness. On the other part, to Metzel Russian tightly has not yet received such takings, and, as a practice, there was the spondulicks from subscriptions. With on to the provinces, the venture Metzel with dispatch revives marketing in the unusual corners of the boondocks, which, in turn, non-natural the Russian conservatism as a whole.
Agency Metzel promoted not merely extraneous companies but also their own, promoting the advertising province: “Every industrialist of a artifact may be, or sells it must, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A nice advertising, which does not probability more than what she is able to sacrifice, determination without exception aid and the amount burnt- on publishing, each time upon underwrite in abundance. The assembly liking earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism main chore ad
If the Central Service lodge “worked, mostly, the location, the” Russian Joint Furnish Company offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian pourboire here. The town businesses know the shop more intelligent and by the Internet, you can find phone companies, such as “Werbeagentur Nettetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are doomed by a mob of out of the ordinary details, so that you may not realize the intended objective - to originate their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired through skillful advertising, namely, the right allocation of ads to the publications, in their grand advent and rational content.”
The well-known verbalize “advertising - the machine of mercantilism” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the executive director of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian