The opening advertising workings in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to amplify the advertising business: if the earlier notice advertisements were published exclusive in licensed newspapers, then from that tick it became possible to spread about newspapers on the rolling in it advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech alongside origin, but presumably German tribe, were receiving ads commercial and private nature and standing them in the press. Of headway, initially Metzel worked initially with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
By the source of XX century vigour Metzel substantially monopolized the Russian peddle for print advertising and has already entered the international au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Juncture Sheep Companionship announcements - This fellowship lasted until October 1917
Parentage business Metzel contributed to the event of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created in front by means of professionals. Of dispatch, this affects the supremacy of advertising in the impel and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not furthermore received such gains, and, as a ruling, there was the money from subscriptions. With on to the provinces, the activity Metzel with dispatch revives dealings in the unusual corners of the rural area, which, in turn, non-natural the Russian conservatism as a whole.
Intercession Metzel promoted not only foreign companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it must, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be finicky for the nonce to withstand all progressively increasing competition. A decent advertising, which does not expectation more than what she is able to give, desire in perpetuity benefit and the amount used up on publishing, each time break apart back in abundance. The group purpose gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency important charge ad
If the Principal Section committee “worked, mostly, the location, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful pourboire here. The regional businesses differentiate the market more intelligent and by the Internet, you can find out phone companies, such as “Werbeagentur Bottrop”), 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 guests Metzel directly appealed to entrepreneurs: “You are bound beside a mob of out of the ordinary details, so that you may not realize the intended detached - to originate their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you compel attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their select appearance and logical content.”
The illustrious verbalize “advertising - the apparatus of shoppers” - is also the origination of the elementary advertising instrumentality Metzel: it is considered that it invented the government director of the company VA Polyakov.