The opening advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to amplify the advertising responsibility: if the earlier notice advertisements were published only in official newspapers, then from that tick it became admissible to spread about newspapers on the scratch advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by way of origin, but supposedly German clan, were receiving ads commercial and private constitution and task them in the press. Of course, initially Metzel worked predominately with the uninformed editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel less monopolized the Russian trade in for the sake text advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this ever, the trading house has been transformed into a “Russian Juncture Sheep Plc announcements - This new zealand lasted until October 1917
Forebears responsibility Metzel contributed to the condition of civil 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 cleave to and, thus, on its effectiveness. On the other hand, to Metzel Russian press has not up to now received such takings, and, as a ruling, there was the spondulicks from subscriptions. With on to the provinces, the venture Metzel with dispatch revives dealings in the remote corners of the wilderness, which, in turn, studied the Russian conservatism as a whole.
Mechanism Metzel promoted not at best imported companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it requirement, if he wants to increase its sales and resort to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is gifted to give, desire always allowances and the amount consumed on publishing, always upon underwrite in abundance. The assembly liking earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency main workplace ad
If the Principal Office advisers aboard “worked, mostly, the location, the” Russian Collaborative Range Concern offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the transformation into other languages (A little tip here. The local businesses remember the customer base more intelligent and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Duesseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the poster that advertises the gathering Metzel later on appealed to entrepreneurs: “You are doomed via a mob of out of the ordinary details, so that you may not realize the intended even-handed - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their grand demeanour and sound content.”
The famous commonplace “advertising - the locomotive of swap” - is also the conception of the first advertising activity Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.