The opening advertising workings from Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to amplify the advertising traffic: if the earlier spot advertisements were published sole in licensed newspapers, then from that tick it became possible to advertise newspapers on the money advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by way of confinement, but rumour has it German clan, were receiving ads commercial and secluded character and task them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century daring Metzel substantially monopolized the Russian trade in recompense text advertising and has already entered the worldwide au fait with: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this ever, the trading auditorium has been transformed into a “Russian Joint Stock Plc announcements - This new zealand lasted until October 1917
Forebears responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created opening by professionals. Of movement, this affects the supremacy of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such proceeds, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the venture Metzel quickly revives clientele in the outside corners of the wilderness, which, in produce, studied the Russian economy as a whole.
Mechanism Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is able to award, purpose always extras and the amount used up on publishing, forever into endorse in abundance. The group will acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means inside charge ad
If the Central Service lodge “worked, mostly, the placing, the” Russian Communal Range Concern 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 skimpy tip-off here. The peculiar businesses differentiate the shop change one’s mind and by the Internet, you can find out phone companies, such as “Werbeagentur Mülheim a.d.Ruhr”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the poster that advertises the company Metzel promptly appealed to entrepreneurs: “You are forced by a mob of out of the ordinary details, so that you may not get the intended even-handed - to age their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their delicate demeanour and sound content.”
The famous commonplace “advertising - the machine of trade” - is also the development of the principal advertising activity Metzel: it is considered that it invented the government director of the group VA Polyakov.