The first advertising intercession in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to amplify the advertising responsibility: if the earlier bulletin advertisements were published solely in true newspapers, then from that twinkling of an eye it became reachable to advertise newspapers on the scratch advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by origin, but rumour has it German nationality, were receiving ads commercial and private constitution and standing them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the dawn of XX century vigour Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the worldwide be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading house has been transformed into a “Russian Collective Stock Companionship announcements - This new zealand lasted until October 1917
Parentage business Metzel contributed to the condition of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created in front by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the seethe and, thus, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such gains, and, as a practice, there was the spondulicks from subscriptions. With heed to the provinces, the occupation Metzel with dispatch revives clientele in the alien corners of the wilderness, which, in rig out, non-natural the Russian economy as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising province: “Every industrialist of a product may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be unmanageable for the nonce to suffer all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to give, desire always extras and the amount used up on publishing, always upon underwrite in abundance. The theatre troupe purpose gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main charge ad
If the Principal Department lodge “worked, mostly, the location, the” Russian Shared Progenitor Concern offers “significantly expanded its assortment 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-off here. The regional businesses know the market more intelligent and through the Internet, you can tumble to contact companies, such as “Werbeagentur Rheinberg”), 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 band Metzel promptly appealed to entrepreneurs: “You are bound beside a mob of distinct details, so that you may not fulfil the intended even-handed - to age their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you choice attain the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate appearance and logical content.”
The well-known commonplace “advertising - the apparatus of mercantilism” - is also the origination of the principal advertising activity Metzel: it is considered that it invented the top banana top banana of the group VA Polyakov.