The opening advertising force from Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to bare the advertising traffic: if the earlier bulletin advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became possible to spread about newspapers on the hard cash advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Appointment of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by confinement, but supposedly German clan, were receiving ads commercial and secluded nature and task them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century undertaking Metzel less monopolized the Russian peddle for copy advertising and has already entered the ecumenical be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this ever, the trading house has been transformed into a “Russian Joint Stock Enterprise announcements - This fellowship lasted until October 1917
Family affair Metzel contributed to the condition of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of advance, this affects the je sais quoi of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not so far received such income, and, as a ruling, there was the long green from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives clientele in the alien corners of the rural area, which, in produce, affected the Russian thriftiness as a whole.
Power Metzel promoted not only extraneous companies but also their own, promoting the advertising company: “Every producer of a product may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be finicky for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is able to sacrifice, will without exception allowances and the amount burnt- on publishing, forever into back in abundance. The theatre troupe commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency inside charge ad
If the Prime Section lodge “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried free the transmutation into other languages (A youthful tip here. The peculiar businesses recognize the shop healthier and auspices of the Internet, you can find out get in touch with companies, such as “Werbeagentur Gevelsberg”), 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 gathering Metzel promptly appealed to entrepreneurs: “You are secured next to a miscellany of singular details, so that you may not make happen the intended unbigoted - to develop their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their elegant show and sound content.”
The famous phrase “advertising - the locomotive of swap” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the government top banana of the partnership VA Polyakov.