The first advertising intercession in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to amplify the advertising responsibility: if the earlier notice advertisements were published exclusive in official newspapers, then from that moment it became reachable to publish newspapers on the hard cash advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Appointment of ads. The tasks of this office, extensive Metzel Ludwig, a Czech alongside origin, but supposedly German clan, were receiving ads commercial and special character and place them in the press. Of routine, initially Metzel worked basically 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 duty was transformed into a “Trading House L. and E. Metzel and K °».
Not later than the beginning of XX century enterprise Metzel substantially monopolized the Russian trade in for text advertising and has already entered the intercontinental horizontal: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Breeding Company announcements - This company lasted until October 1917
Forebears business Metzel contributed to the development of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created in front by means of professionals. Of dispatch, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other part, to Metzel Russian press has not so far received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With observe to the provinces, the occupation Metzel with dispatch revives marketing in the remote corners of the wilderness, which, in shift, stilted the Russian thriftiness as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it have to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be finicky for the nonce to withstand all progressively increasing competition. A nice advertising, which does not expectation more than what she is qualified to sacrifice, desire always aid and the amount spent on publishing, forever into bankroll b reverse in abundance. The company commitment gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the power important office ad
If the Central Service advisers aboard “worked, mostly, the arrangement, the” Russian Shared Range Retinue offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful tip-off here. The regional businesses remember the shop healthier and be means of the Internet, you can find contact companies, such as “Werbeagentur Kleve”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the guests Metzel speedily appealed to entrepreneurs: “You are forced by a miscellany of different details, so that you may not get the intended objective - to disclose their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you compel achieve 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 adjectival phrase “advertising - the locomotive of trade” - is also the origination of the elementary advertising activity Metzel: it is considered that it invented the top banana director of the partnership VA Polyakov.