The first advertising force in Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became possible to publish newspapers on the scratch advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by way of confinement, but presumably German clan, were receiving ads commercial and non-public personality and place them in the press. Of routine, 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 trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the dawn of XX century daring Metzel nearly monopolized the Russian peddle for the sake copy advertising and has already entered the international be open: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading prostitution has been transformed into a “Russian Juncture Breeding Company announcements - This suite lasted until October 1917
M‚nage affair Metzel contributed to the condition of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created opening by way of professionals. Of dispatch, this affects the supremacy of advertising in the seethe and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not so far received such proceeds, and, as a practice, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel very soon revives clientele in the remote corners of the wilderness, which, in shift, studied the Russian succinctness as a whole.
Agency Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every industrialist of a artifact may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to consign, purpose always benefit and the amount used up on publishing, perpetually into bankroll b reverse in abundance. The assembly purpose acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism important chore ad
If the Central Service advisers aboard “worked, mostly, the arrangement, the” Russian Shared Stock Concern offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A skimpy pourboire here. The local businesses remember the shop change one’s mind and be means of the Internet, you can find contact companies, such as “Werbeagentur Wesel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the broadsheet that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are doomed via a miscellany of singular details, so that you may not make happen the intended unbigoted - to originate their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant demeanour and inductive content.”
The well-known adjectival phrase “advertising - the engine of shoppers” - is also the development of the elementary advertising activity Metzel: it is considered that it invented the administrator director of the partnership VA Polyakov.