The beginning advertising agency in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to bare the advertising traffic: if the earlier announcement advertisements were published solely in true newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the hard cash advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Responsibility of ads. The tasks of this office, open Metzel Ludwig, a Czech alongside confinement, but presumably German pedigree, were receiving ads commercial and non-public personality and appropriate 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 exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the source of XX century vigour Metzel nearly monopolized the Russian peddle recompense text advertising and has already entered the international horizontal: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Collective Source Companionship announcements - This fellowship lasted until October 1917
Forebears affair Metzel contributed to the condition of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created elementary by professionals. Of dispatch, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not so far received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives trade in the remote corners of the country, which, in shift, affected the Russian thriftiness as a whole.
Power Metzel promoted not at best foreign companies but also their own, promoting the advertising company: “Every manufacturer of a artifact may be, or sells it have to, if he wants to swell its sales and resort to newspaper advertisements, it would be demanding instantly to withstand all progressively increasing competition. A clean advertising, which does not guarantee more than what she is able to consign, desire always extras and the amount consumed on publishing, perpetually come underwrite in abundance. The theatre troupe purpose acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means important charge ad
If the Principal Service committee “worked, mostly, the location, the” Russian Shared Stock Concern offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful tip-off here. The regional businesses remember the buy more intelligent and by the Internet, you can find contact companies, such as “Werbeagentur Recklinghausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the company Metzel speedily appealed to entrepreneurs: “You are doomed via a mob of different details, so that you may not get the intended detached - to develop their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you will attain the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and inductive content.”
The famous phrase “advertising - the machine of mercantilism” - is also the development of the elementary advertising force Metzel: it is considered that it invented the top banana director of the partnership VA Polyakov.