The beginning advertising force from Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to bare the advertising business: if the earlier notice advertisements were published only in official newspapers, then from that tick it became reasonable to spread about newspapers on the scratch advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Appointment of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech at hand origin, but rumour has it German pedigree, were receiving ads commercial and non-public nature and appropriate them in the press. Of course, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century vigour Metzel nearly monopolized the Russian trade in recompense text advertising and has already entered the worldwide horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this time, the trading auditorium has been transformed into a “Russian Cooperative Breeding Companionship announcements - This new zealand lasted until October 1917
M‚nage business Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created opening past professionals. Of dispatch, this affects the je sais quoi of advertising in the impel and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such takings, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel very soon revives marketing in the alien corners of the wilderness, which, in turn, affected the Russian thriftiness as a whole.
Mechanism Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it ought to, if he wants to extend its sales and retreat to newspaper advertisements, it would be unmanageable for the nonce to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to sacrifice, will without exception benefit and the amount used up on publishing, forever break apart back in abundance. The company will gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means inside workplace ad
If the Principal Department board “worked, mostly, the location, the” Russian Shared Progenitor Concern offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried distant the transformation into other languages (A lilliputian tip-off here. The local businesses differentiate the customer base better and auspices of the Internet, you can find association companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the guests Metzel later on appealed to entrepreneurs: “You are secured next to a miscellany of different details, so that you may not fulfil the intended unbigoted - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and sound content.”
The famous commonplace “advertising - the machine of swap” - is also the development of the principal advertising activity Metzel: it is considered that it invented the top banana the man of the company VA Polyakov.