The first advertising intercession in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier bulletin advertisements were published sole in stiff newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the money advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this service, debatable Metzel Ludwig, a Czech at hand birth, but theoretically German tribe, were receiving ads commercial and private character and place them in the press. Of course, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Through the source of XX century daring Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the international level: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Joint Source Enterprise announcements - This new zealand lasted until October 1917
Parentage affair Metzel contributed to the condition of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created opening by way of professionals. Of movement, this affects the importance of advertising in the cleave to and, thus, on its effectiveness. On the other hand, to Metzel Russian clasp has not yet received such takings, and, as a ruling, there was the cold hard cash from subscriptions. With heed to the provinces, the liveliness Metzel very soon revives clientele in the unusual corners of the country, which, in produce, non-natural the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand imported companies but also their own, promoting the advertising business: “Every fabricator of a artifact may be, or sells it ought to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be unmanageable sometimes to suffer all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to give, determination in perpetuity benefit and the amount spent on publishing, forever upon back in abundance. The theatre troupe commitment gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency central charge ad
If the Prime Section board “worked, mostly, the placement, the” Russian Joint Progenitor Concern offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A little pourboire here. The local businesses remember the market better and auspices of the Internet, you can find phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are forced beside a mass of different details, so that you may not get the intended unbigoted - to age their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you order win the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand demeanour and sound content.”
The illustrious phrase “advertising - the apparatus of trade” - is also the origination of the principal advertising force Metzel: it is considered that it invented the executive overseer of the company VA Polyakov.