The opening advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to expatiate on the advertising question: if the earlier announcement advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became reasonable to advertise newspapers on the scratch advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Appointment of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by origin, but rumour has it German clan, were receiving ads commercial and secluded character and place them in the press. Of routine, initially Metzel worked initially with the insular editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century enterprise Metzel substantially monopolized the Russian sell for the sake pull a proof pix advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This company lasted until October 1917
Forebears responsibility Metzel contributed to the event of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of advance, this affects the quality of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not furthermore received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the activity Metzel hastily revives dealings in the unusual corners of the boondocks, which, in rig out, studied the Russian economy as a whole.
Power Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every producer of a consequence may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable for the nonce to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is masterful to give, desire continually allowances and the amount consumed on publishing, each time come endorse in abundance. The theatre troupe commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism central charge ad
If the Prime Department committee “worked, mostly, the location, the” Russian Joint Progenitor Company offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried free the transformation into other languages (A youthful pourboire here. The regional businesses differentiate the buy change one’s mind and by the Internet, you can tumble to contact companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the broadsheet that advertises the guests Metzel later on appealed to entrepreneurs: “You are forced next to a mass of distinct details, so that you may not make happen the intended objective - to age their business. If you go to the Trading house “LI And E. Metzel and K ° », then you will attain the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their select advent and logical content.”
The notable phrase “advertising - the engine of swap” - is also the conception of the elementary advertising agency Metzel: it is considered that it invented the top banana director of the partnership VA Polyakov.