The beginning advertising force from Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published exclusive in true newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Appointment of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by origin, but theoretically German clan, were receiving ads commercial and secluded character and appropriate them in the press. Of course, initially Metzel worked initially with the provincial editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the beginning of XX century enterprise Metzel substantially monopolized the Russian trade in for print advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this schedule, the trading auditorium has been transformed into a “Russian Juncture Stock Companionship announcements - This fellowship lasted until October 1917
Parentage affair Metzel contributed to the development of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created opening by way of professionals. Of course, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not so far received such income, and, as a ruling, there was the spondulicks from subscriptions. With heed to the provinces, the occupation Metzel very soon revives dealings in the remote corners of the rural area, which, in turn, studied the Russian succinctness as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising vocation: “Every producer of a consequence may be, or sells it requirement, if he wants to swell its sales and resort to newspaper advertisements, it would be unmanageable for the nonce to withstand all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is qualified to award, purpose without exception benefit and the amount spent on publishing, always come bankroll b reverse in abundance. The group commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism main charge ad
If the Principal Section advisers aboard “worked, mostly, the placing, the” Russian Collaborative Furnish Company offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transformation into other languages (A little forecast here. The regional businesses recognize the shop change one’s mind and by the Internet, you can find association companies, such as “Werbeagentur Moers”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the circular that advertises the gathering Metzel later on appealed to entrepreneurs: “You are bound beside a swarms of different details, so that you may not get the intended unbigoted - to age their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their select advent and logical content.”
The famous commonplace “advertising - the engine of trade” - is also the development of the principal advertising force Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.