The opening advertising force in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier spot advertisements were published sole in true newspapers, then from that twinkling of an eye it became reasonable to promulgate newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Responsibility of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by origin, but supposedly German tribe, were receiving ads commercial and special personality and standing them in the press. Of headway, initially Metzel worked initially with the loutish editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century enterprise Metzel less monopolized the Russian sell recompense copy advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading legislative body has been transformed into a “Russian Collective Sheep Company announcements - This company lasted until October 1917
Parentage responsibility Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created first by professionals. Of course, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not up to now received such income, and, as a practice, there was the spondulicks from subscriptions. With heed to the provinces, the activity Metzel quickly revives trade in the outside corners of the boondocks, which, in turn, non-natural the Russian conservatism as a whole.
Power Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every producer of a consequence may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult sometimes to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is able to consign, purpose in perpetuity extras and the amount burnt- on publishing, always upon underwrite in abundance. The theatre troupe purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside chore ad
If the Main Department committee “worked, mostly, the arrangement, the” Russian Collaborative Stock Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried out the transformation into other languages (A youthful forecast here. The peculiar businesses know the market more intelligent and auspices of the Internet, you can tumble to association companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the announcement that advertises the company Metzel later on appealed to entrepreneurs: “You are bound by a mob of distinct details, so that you may not make happen the intended detached - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you compel win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their select show and inductive content.”
The famous phrase “advertising - the engine of shoppers” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the top banana the man of the troop VA Polyakov.