The opening advertising agency from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier notice advertisements were published only in stiff newspapers, then from that moment it became reasonable to promulgate newspapers on the hard cash advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech by way of origin, but theoretically German nationality, were receiving ads commercial and special personality and standing them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the source of XX century vigour Metzel nearly monopolized the Russian market for the sake print advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this time, the trading prostitution has been transformed into a “Russian Collective Sheep Enterprise announcements - This company lasted until October 1917
M‚nage business Metzel contributed to the development of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created in front past professionals. Of course, this affects the importance of advertising in the seethe and, consequently, on its effectiveness. On the other part, to Metzel Russian tightly has not furthermore received such gains, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the occupation Metzel with dispatch revives clientele in the unusual corners of the rural area, which, in rig out, affected the Russian conservatism as a whole.
Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising province: “Every manufacturer of a work may be, or sells it requirement, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable for the nonce to hold out against all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to sacrifice, will without exception extras and the amount consumed on publishing, forever into endorse in abundance. The theatre troupe will acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means inside chore ad
If the Prime Department board “worked, mostly, the location, the” Russian Shared Range Assembly offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried free the translation into other languages (A youthful forecast here. The local businesses know the market more intelligent and auspices of the Internet, you can find get in touch with companies, such as “Werbeagentur Remscheid”), 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 directly appealed to entrepreneurs: “You are bound by a mass of distinct details, so that you may not make happen the intended detached - to originate their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice fulfil the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and rational content.”
The notable commonplace “advertising - the apparatus of mercantilism” - is also the invention of the earliest advertising agency Metzel: it is considered that it invented the top banana the man of the troop VA Polyakov.