The earliest advertising intercession from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to amplify the advertising business: if the earlier announcement advertisements were published exclusive in stiff newspapers, then from that moment it became reasonable to advertise newspapers on the money advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Inside Responsibility of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by way of origin, but rumour has it German tribe, were receiving ads commercial and non-public character and task them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century enterprise Metzel virtually monopolized the Russian sell for the sake copy advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading auditorium has been transformed into a “Russian Juncture Breeding Enterprise announcements - This company lasted until October 1917
M‚nage dealing Metzel contributed to the occurrence of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of course, this affects the quality of advertising in the press and, thus, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such gains, and, as a practice, there was the money from subscriptions. With observe to the provinces, the occupation Metzel hastily revives clientele in the alien corners of the wilderness, which, in turn, non-natural the Russian thriftiness as a whole.
Mechanism Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising province: “Every industrialist of a work may be, or sells it must, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be demanding for the nonce to hold out against all progressively increasing competition. A decent advertising, which does not guarantee more than what she is able to give, desire always benefit and the amount consumed on publishing, always upon bankroll b reverse in abundance. The theatre troupe purpose acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means central charge ad
If the Prime Department lodge “worked, mostly, the placing, the” Russian Collaborative Furnish Retinue offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the translation into other languages (A skimpy tip here. The town businesses recognize the buy better and auspices of the Internet, you can find out get in touch with companies, such as “Werbeagentur Wesel”), 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 directly appealed to entrepreneurs: “You are secured by a miscellany of singular details, so that you may not get the intended even-handed - to age their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you compel achieve the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and logical content.”
The notable verbalize “advertising - the apparatus of swap” - is also the invention of the first advertising instrumentality Metzel: it is considered that it invented the administrator the man of the troop VA Polyakov.