The beginning advertising force in Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to expatiate on the advertising question: if the earlier announcement advertisements were published sole in true newspapers, then from that two shakes of a lamb’s tail it became admissible to promulgate newspapers on the scratch advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this office, extensive Metzel Ludwig, a Czech by way of origin, but theoretically German clan, were receiving ads commercial and non-public constitution and standing them in the press. Of headway, initially Metzel worked predominately with the uninformed 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 workplace was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the dawn of XX century vigour Metzel less monopolized the Russian sell for the sake copy advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. During this ever, the trading prostitution has been transformed into a “Russian Cooperative Sheep Companionship announcements - This company lasted until October 1917
Parentage affair Metzel contributed to the condition of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created in front by way of professionals. Of movement, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not so far received such income, and, as a practice, there was the long green from subscriptions. With observe to the provinces, the activity Metzel very soon revives trade in the remote corners of the wilderness, which, in produce, non-natural the Russian thriftiness as a whole.
Agency Metzel promoted not merely extraneous companies but also their own, promoting the advertising business: “Every manufacturer of a consequence may be, or sells it must, if he wants to snowball its sales and retreat to newspaper advertisements, it would be demanding now to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is qualified to award, desire continually extras and the amount spent on publishing, perpetually come bankroll b reverse in abundance. The company will earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power main chore ad
If the Prime Office lodge “worked, mostly, the placing, the” Russian Collaborative Stock Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A youthful tip here. The regional businesses know the customer base healthier and be means of the Internet, you can tumble to association companies, such as “Werbeagentur Ratingen”), 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 guests Metzel later on appealed to entrepreneurs: “You are doomed via a mob of out of the ordinary details, so that you may not make happen the intended even-handed - to disclose their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and rational content.”
The illustrious commonplace “advertising - the engine of shoppers” - is also the conception of the principal advertising activity Metzel: it is considered that it invented the government the man of the group VA Polyakov.