The opening advertising agency from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to develop the advertising responsibility: if the earlier spot advertisements were published solely in official newspapers, then from that tick it became reasonable to publish newspapers on the hard cash advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this service, open Metzel Ludwig, a Czech alongside origin, but presumably German pedigree, were receiving ads commercial and secluded character and standing them in the press. Of routine, initially Metzel worked initially with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century daring Metzel less monopolized the Russian sell in behalf of print advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this perpetually, the trading legislative body has been transformed into a “Russian Collective Stock Company announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of advance, this affects the importance of advertising in the press and, accordingly, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not so far received such takings, and, as a practice, there was the spondulicks from subscriptions. With heed to the provinces, the liveliness Metzel hastily revives dealings in the alien corners of the boondocks, which, in shift, non-natural the Russian conservatism as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising province: “Every manufacturer of a work may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to suffer all progressively increasing competition. A decent advertising, which does not probability more than what she is able to give, will always benefit and the amount used up on publishing, perpetually into endorse in abundance. The assembly liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means important workplace ad
If the Central Section board “worked, mostly, the placement, the” Russian Communal Range Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A lilliputian tip here. The local businesses remember the buy change one’s mind and by the Internet, you can find contact companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the announcement that advertises the company Metzel directly appealed to entrepreneurs: “You are forced by a mass of out of the ordinary details, so that you may not get the intended objective - to develop their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you order fulfil the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their select appearance and rational content.”
The famous phrase “advertising - the machine of swap” - is also the origination of the principal advertising agency Metzel: it is considered that it invented the government director of the troop VA Polyakov.
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