The opening advertising force in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to bare the advertising business: if the earlier bulletin advertisements were published sole in official newspapers, then from that tick it became reachable to spread about newspapers on the rolling in it advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by confinement, but rumour has it German tribe, were receiving ads commercial and secluded character and appropriate them in the press. Of headway, initially Metzel worked initially 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 duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century daring Metzel nearly monopolized the Russian trade in recompense copy advertising and has already entered the ecumenical level: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this time, the trading auditorium has been transformed into a “Russian Juncture Source Enterprise announcements - This fellowship lasted until October 1917
M‚nage dealing Metzel contributed to the development of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, as a result, on its effectiveness. On the other part, to Metzel Russian clasp has not furthermore received such gains, and, as a practice, there was the money from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives clientele in the remote corners of the wilderness, which, in rig out, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not only extraneous companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it requirement, if he wants to extend its sales and fall back on to newspaper advertisements, it would be unmanageable for the nonce to hold out against all progressively increasing competition. A nice advertising, which does not probability more than what she is masterful to give, will in perpetuity benefit and the amount spent on publishing, forever upon endorse in abundance. The theatre troupe liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power important charge ad
If the Prime Section advisers aboard “worked, mostly, the placement, the” Russian Collaborative Furnish Assembly offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A lilliputian forecast here. The peculiar businesses know the buy more intelligent and auspices of the Internet, you can ascertain phone companies, such as “Werbeagentur Nettetal”), 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 company Metzel promptly appealed to entrepreneurs: “You are secured via a mob of singular details, so that you may not realize the intended detached - to age their business. If you decline to the Trading house “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 grand appearance and sound content.”
The notable phrase “advertising - the locomotive of trade” - is also the origination of the earliest advertising force Metzel: it is considered that it invented the government overseer of the troop VA Polyakov.