The opening advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that tick it became reasonable to advertise newspapers on the hard cash advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by way of origin, but theoretically German clan, were receiving ads commercial and non-public personality and place them in the press. Of course, 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 market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel nearly monopolized the Russian sell for text advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this ever, the trading house has been transformed into a “Russian Joint Source Plc announcements - This fellowship lasted until October 1917
M‚nage business Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of movement, this affects the je sais quoi of advertising in the press and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian press has not yet received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel quickly revives clientele in the remote corners of the country, which, in shift, stilted the Russian thriftiness as a whole.
Intercession Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every manufacturer of a artifact may be, or sells it ought to, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding for the nonce to withstand all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is qualified to sacrifice, desire always allowances and the amount burnt- on publishing, forever upon underwrite in abundance. The theatre troupe commitment into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power inside office ad
If the Main Section board “worked, mostly, the placement, the” Russian Communal Stock Retinue offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A little tip-off here. The peculiar businesses know the market more intelligent and by the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Heiligenhaus”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the band Metzel later on appealed to entrepreneurs: “You are doomed via a mass of out of the ordinary details, so that you may not get the intended objective - to originate their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel attain the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their elegant appearance and rational content.”
The well-known phrase “advertising - the engine of trade” - is also the development of the earliest advertising force Metzel: it is considered that it invented the administrator director of the company VA Polyakov.