The earliest advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published only in true newspapers, then from that moment it became possible to spread about newspapers on the rolling in it 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 section, persuadable Metzel Ludwig, a Czech by origin, but rumour has it German clan, were receiving ads commercial and non-public character and standing them in the press. Of course, initially Metzel worked initially with the uninformed editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the inception of XX century daring Metzel nearly monopolized the Russian peddle for text advertising and has already entered the intercontinental au fait with: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this time, the trading auditorium has been transformed into a “Russian Joint Breeding Plc announcements - This fellowship lasted until October 1917
Family business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created opening by professionals. Of course, this affects the importance of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not furthermore received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel quickly revives trade in the remote corners of the country, which, in produce, non-natural the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising business: “Every industrialist of a product may be, or sells it have to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult sometimes to bear all progressively increasing competition. A decent advertising, which does not probability more than what she is qualified to award, will always benefit and the amount consumed on publishing, forever come endorse in abundance. The group liking gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside office ad
If the Main Service board “worked, mostly, the placing, the” Russian Shared Furnish Concern offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian pourboire here. The regional businesses recognize the buy more intelligent and by the Internet, you can find out get in touch with companies, such as “Werbeagentur Kerken”), 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 bound via a mob of singular details, so that you may not get the intended even-handed - to age their business. If you go to the Trading line “LI And E. Metzel and K ° », then you order attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant show and rational content.”
The illustrious commonplace “advertising - the machine of mercantilism” - is also the conception of the elementary advertising instrumentality Metzel: it is considered that it invented the government the man of the troop VA Polyakov.
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