The beginning advertising force from Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published only in stiff newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Office of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech at hand origin, but presumably German nationality, were receiving ads commercial and non-public character and appropriate them in the press. Of course, initially Metzel worked predominately with the insular editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the inception of XX century enterprise Metzel virtually monopolized the Russian peddle for text advertising and has already entered the worldwide horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this ever, the trading auditorium has been transformed into a “Russian Joint Breeding Enterprise announcements - This new zealand lasted until October 1917
Family dealing Metzel contributed to the event of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by professionals. Of dispatch, this affects the je sais quoi of advertising in the press and, as a result, on its effectiveness. On the other hand, to Metzel Russian tightly has not yet received such takings, and, as a for the most part, there was the money from subscriptions. With on to the provinces, the occupation Metzel very soon revives marketing in the remote corners of the rural area, which, in shift, non-natural the Russian succinctness as a whole.
Agency Metzel promoted not merely imported companies but also their own, promoting the advertising company: “Every industrialist of a consequence may be, or sells it must, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky sometimes to bear all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is able to give, purpose continually benefit and the amount burnt- on publishing, always come back in abundance. The theatre troupe will gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency inside charge ad
If the Central Service lodge “worked, mostly, the placing, the” Russian Shared Progenitor Retinue offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried out the dispatch into other languages (A little pourboire here. The town businesses know the market healthier and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Langenfeld”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the company Metzel later on appealed to entrepreneurs: “You are bound via a miscellany of distinct details, so that you may not make happen the intended even-handed - to age their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you will achieve the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their select show and rational content.”
The well-known phrase “advertising - the engine of swap” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the executive overseer of the troop VA Polyakov.