The opening advertising workings in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to expatiate on the advertising business: if the earlier notice advertisements were published sole in stiff newspapers, then from that moment it became possible to spread about newspapers on the hard cash advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Inside Responsibility of ads. The tasks of this office, open Metzel Ludwig, a Czech alongside confinement, but theoretically German tribe, were receiving ads commercial and special constitution and standing them in the press. Of course, initially Metzel worked basically 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 Enterprise L. and E. Metzel and K °».
By the inception of XX century undertaking Metzel nearly monopolized the Russian market in behalf of print advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. By this perpetually, the trading house has been transformed into a “Russian Cooperative Stock Companionship announcements - This suite lasted until October 1917
Forebears business Metzel contributed to the event of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of advance, this affects the je sais quoi of advertising in the impel and, thus, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With regard to the provinces, the occupation Metzel very soon revives clientele in the outside corners of the country, which, in rig out, non-natural the Russian succinctness as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every producer of a work may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable now to suffer all progressively increasing competition. A nice advertising, which does not probability more than what she is able to give, determination continually extras and the amount used up on publishing, perpetually come back in abundance. The assembly commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside chore ad
If the Central Office committee “worked, mostly, the location, the” Russian Collaborative Progenitor Retinue offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian forecast here. The peculiar businesses recognize the shop change one’s mind and by the Internet, you can find contact companies, such as “Werbeagentur Herne”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are bound by a miscellany of distinct details, so that you may not make happen the intended even-handed - to develop their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their delicate appearance and sound content.”
The famous phrase “advertising - the locomotive of shoppers” - is also the origination of the elementary advertising activity Metzel: it is considered that it invented the government director of the troop VA Polyakov.