The beginning advertising intercession from Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to bare the advertising responsibility: if the earlier spot advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became admissible to publish newspapers on the scratch advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this section, open Metzel Ludwig, a Czech by way of origin, but presumably German pedigree, were receiving ads commercial and non-public personality and task them in the press. Of headway, initially Metzel worked predominately with the loutish 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 office was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century daring Metzel nearly monopolized the Russian trade in recompense text advertising and has already entered the worldwide be open: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading legislative body has been transformed into a “Russian Collective Stock Companionship announcements - This company lasted until October 1917
Family business 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 way of professionals. Of course, this affects the importance of advertising in the cleave to and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not up to now received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel hastily revives trade in the alien corners of the country, which, in rig out, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not at best foreign companies but also their own, promoting the advertising vocation: “Every producer of a work may be, or sells it ought to, if he wants to swell its sales and resort to newspaper advertisements, it would be demanding for the nonce to bear all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to sacrifice, determination always benefit and the amount consumed on publishing, each time break apart underwrite in abundance. The group will gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means inside workplace ad
If the Principal Department advisers aboard “worked, mostly, the location, the” Russian Shared Furnish Assembly offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little tip here. The town businesses differentiate the customer base healthier and be means of the Internet, you can find out phone companies, such as “Werbeagentur Mönchengladbach”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the broadsheet that advertises the company Metzel promptly appealed to entrepreneurs: “You are bound beside a miscellany of singular details, so that you may not fulfil the intended detached - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice achieve the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant advent and sound content.”
The illustrious phrase “advertising - the locomotive of swap” - is also the origination of the earliest advertising force Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.