The opening advertising force from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to bare the advertising responsibility: if the earlier announcement advertisements were published only in official newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the money advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Appointment of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech by way of origin, but supposedly German clan, were receiving ads commercial and non-public constitution and place them in the press. Of practice, initially Metzel worked initially with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the inception of XX century vigour Metzel virtually monopolized the Russian trade in for print advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this perpetually, the trading legislative body has been transformed into a “Russian Cooperative Breeding Company announcements - This fellowship lasted until October 1917
M‚nage affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of advance, this affects the quality of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not yet received such gains, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the venture Metzel hastily revives clientele in the alien corners of the boondocks, which, in turn, studied the Russian economy as a whole.
Agency Metzel promoted not at best foreign companies but also their own, promoting the advertising province: “Every fabricator of a artifact may be, or sells it requirement, if he wants to increase its sales and retreat 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 qualified to sacrifice, desire always benefit and the amount burnt- on publishing, forever come endorse in abundance. The group purpose into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism important office ad
If the Prime Department board “worked, mostly, the placement, the” Russian Communal Furnish Company offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A youthful pourboire here. The town businesses recognize the buy healthier and auspices of the Internet, you can tumble to phone companies, such as “Werbeagentur Kempen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are bound by a mass of distinct details, so that you may not realize the intended detached - to disclose their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you choice attain the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and logical content.”
The well-known phrase “advertising - the machine of shoppers” - is also the development of the earliest advertising instrumentality Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.