The opening advertising intercession from 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 exclusive in true newspapers, then from that two shakes of a lamb’s tail it became possible to publish newspapers on the hard cash advertisers. Private 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 responsibility, debatable Metzel Ludwig, a Czech by origin, but presumably German clan, were receiving ads commercial and non-public constitution and task them in the press. Of practice, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel nearly monopolized the Russian sell for copy advertising and has already entered the worldwide level: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this ever, the trading auditorium has been transformed into a “Russian Cooperative Breeding Plc announcements - This company lasted until October 1917
M‚nage dealing Metzel contributed to the development of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created first by professionals. Of dispatch, this affects the importance of advertising in the press and, accordingly, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With observe to the provinces, the activity Metzel very soon revives dealings in the remote corners of the wilderness, which, in produce, affected the Russian thriftiness as a whole.
Agency Metzel promoted not merely unassimilable companies but also their own, promoting the advertising company: “Every producer of a product may be, or sells it have to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to hold out against all progressively increasing competition. A nice advertising, which does not expectation more than what she is qualified to give, will without exception aid and the amount burnt- on publishing, perpetually break apart back in abundance. The group commitment acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism central charge ad
If the Principal Section committee “worked, mostly, the arrangement, the” Russian Collaborative Furnish Company offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried free the transmutation into other languages (A little pourboire here. The regional businesses recognize the customer base more intelligent and be means of the Internet, you can ascertain 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. Verse on the circular that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed beside a mob of out of the ordinary details, so that you may not make happen the intended objective - to age their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their grand show and rational content.”
The well-known adjectival phrase “advertising - the machine of trade” - is also the origination of the elementary advertising agency Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian