The opening advertising intercession from Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published solely in true newspapers, then from that twinkling of an eye it became admissible to promulgate newspapers on the hard cash advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Appointment of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by way of origin, but supposedly German tribe, were receiving ads commercial and secluded nature and appropriate them in the press. Of practice, initially Metzel worked predominately with the uninformed editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century daring Metzel virtually monopolized the Russian market recompense text advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this ever, the trading house has been transformed into a “Russian Joint Source Companionship announcements - This company lasted until October 1917
Parentage affair Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created opening by means of professionals. Of advance, this affects the quality of advertising in the press and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not up to now received such income, and, as a rule, there was the cold hard cash from subscriptions. With observe to the provinces, the occupation Metzel quickly revives marketing in the outside corners of the boondocks, which, in shift, affected the Russian thriftiness as a whole.
Agency Metzel promoted not only imported companies but also their own, promoting the advertising vocation: “Every fabricator of a consequence may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to hold out against all progressively increasing competition. A tasteful advertising, which does not promise more than what she is qualified to give, purpose in perpetuity extras and the amount consumed on publishing, perpetually break apart underwrite in abundance. The group commitment acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means inside office ad
If the Main Department lodge “worked, mostly, the placement, the” Russian Shared Range Retinue offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A skimpy pourboire here. The local businesses remember the shop more intelligent and through the Internet, you can tumble to association companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are bound by a mob of different details, so that you may not make happen the intended detached - to disclose their business. If you go to the Trading line “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 logical content.”
The famous phrase “advertising - the locomotive of mercantilism” - is also the conception of the elementary advertising instrumentality Metzel: it is considered that it invented the administrator director of the troop VA Polyakov.