The first advertising intercession in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier spot advertisements were published solely in stiff newspapers, then from that tick it became possible to promulgate newspapers on the scratch advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Responsibility of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by origin, but presumably German clan, were receiving ads commercial and non-public character 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 trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».
Through the inception of XX century vigour Metzel less monopolized the Russian peddle recompense copy advertising and has already entered the international be open: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading legislative body has been transformed into a “Russian Joint Sheep Company announcements - This fellowship lasted until October 1917
Forebears business Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of course, this affects the quality of advertising in the cleave to and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not up to now received such income, and, as a ruling, there was the money from subscriptions. With regard to the provinces, the activity Metzel hastily revives trade in the alien corners of the boondocks, which, in turn, stilted the Russian succinctness as a whole.
Power Metzel promoted not only imported companies but also their own, promoting the advertising company: “Every producer of a work may be, or sells it requirement, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky instantly to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to give, desire without exception extras and the amount used up on publishing, forever break apart bankroll b reverse in abundance. The company will into fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency important office ad
If the Central Office committee “worked, mostly, the arrangement, the” Russian Joint Range Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A little tip-off here. The local businesses know the shop more intelligent and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are secured via a mob of out of the ordinary details, so that you may not get the intended detached - to disclose their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice fulfil the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate appearance and sound content.”
The well-known adjectival phrase “advertising - the engine of shoppers” - is also the development of the principal advertising activity Metzel: it is considered that it invented the executive top banana of the group VA Polyakov.