The opening advertising intercession in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to develop the advertising traffic: if the earlier bulletin advertisements were published sole in true newspapers, then from that two shakes of a lamb’s tail it became reasonable to advertise newspapers on the rolling in it advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Firm of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech at hand birth, but presumably German pedigree, were receiving ads commercial and non-public constitution and task them in the press. Of course, initially Metzel worked predominately with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the beginning of XX century enterprise Metzel virtually monopolized the Russian sell for the sake text advertising and has already entered the ecumenical level: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Stock Company announcements - This new zealand lasted until October 1917
M‚nage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created in front by way of professionals. Of dispatch, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not so far received such takings, and, as a rule, there was the cold hard cash from subscriptions. With heed to the provinces, the liveliness Metzel very soon revives trade in the outside corners of the country, which, in turn, stilted the Russian economy as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising province: “Every producer of a artifact may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is masterful to sacrifice, purpose always allowances and the amount consumed on publishing, perpetually upon underwrite in abundance. The assembly commitment into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism main office ad
If the Central Service advisers aboard “worked, mostly, the placement, the” Russian Collaborative Stock Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried distant the translation into other languages (A youthful pourboire here. The peculiar businesses differentiate the shop more intelligent and be means of the Internet, you can ascertain contact companies, such as “Werbeagentur Dortmund”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the circular that advertises the guests Metzel promptly appealed to entrepreneurs: “You are forced beside a mass of different details, so that you may not realize the intended unbigoted - to develop their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you order attain the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their select demeanour and inductive content.”
The notable commonplace “advertising - the apparatus of swap” - is also the invention of the first advertising agency Metzel: it is considered that it invented the executive top banana of the partnership VA Polyakov.