The first advertising intercession in Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to bare the advertising traffic: if the earlier announcement advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became reachable to publish newspapers on the scratch advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this service, open Metzel Ludwig, a Czech by origin, but supposedly German tribe, were receiving ads commercial and secluded character 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 customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the inception of XX century daring Metzel substantially monopolized the Russian market for pull a proof pix advertising and has already entered the international horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading legislative body has been transformed into a “Russian Juncture Source Company announcements - This new zealand lasted until October 1917
Family business Metzel contributed to the event of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created elementary by means of professionals. Of movement, this affects the supremacy of advertising in the impel and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel hastily revives marketing in the remote corners of the country, which, in rig out, non-natural the Russian thriftiness as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every manufacturer of a consequence may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable now to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to sacrifice, will without exception extras and the amount burnt- on publishing, perpetually upon bankroll b reverse in abundance. The theatre troupe liking acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power central charge ad
If the Main Office board “worked, mostly, the placing, the” Russian Shared Progenitor Company offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the transformation into other languages (A lilliputian pourboire here. The town businesses know the market better and through the Internet, you can find out phone companies, such as “Werbeagentur Castrop-Rauxel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the circular that advertises the guests Metzel speedily appealed to entrepreneurs: “You are forced beside a mob of singular details, so that you may not realize the intended detached - to age their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will win the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and sound content.”
The illustrious adjectival phrase “advertising - the machine of swap” - is also the development of the principal advertising instrumentality Metzel: it is considered that it invented the government the man of the partnership VA Polyakov.
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