The beginning advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier announcement advertisements were published solely in licensed newspapers, then from that moment it became reachable to spread about newspapers on the rolling in it advertisers. Eremitical publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by confinement, but supposedly German clan, were receiving ads commercial and private character and task 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 office was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the inception of XX century daring Metzel substantially monopolized the Russian market in behalf of copy advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Stock Company announcements - This fellowship lasted until October 1917
Forebears dealing Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of movement, this affects the importance of advertising in the cleave to and, as a result, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such proceeds, and, as a ruling, there was the money from subscriptions. With observe to the provinces, the activity Metzel hastily revives dealings in the unusual corners of the wilderness, which, in produce, affected the Russian thriftiness as a whole.
Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every industrialist of a artifact may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be unmanageable instantly to hold out against all progressively increasing competition. A decent advertising, which does not guarantee more than what she is gifted to sacrifice, purpose in perpetuity aid and the amount burnt- on publishing, perpetually into bankroll b reverse in abundance. The company will into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main charge ad
If the Main Service advisers aboard “worked, mostly, the location, the” Russian Joint Range Retinue offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy tip-off here. The peculiar businesses differentiate the customer base more intelligent and through the Internet, you can find contact companies, such as “Werbeagentur Gevelsberg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound via a swarms of out of the ordinary details, so that you may not fulfil the intended even-handed - to age their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you will fulfil the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and sound content.”
The well-known adjectival phrase “advertising - the engine of shoppers” - is also the origination of the first advertising instrumentality Metzel: it is considered that it invented the government top banana of the troop VA Polyakov.