The beginning advertising force from Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published solely in true newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the money advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Median Responsibility of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by way of origin, but presumably German nationality, were receiving ads commercial and private personality and standing them in the press. Of routine, initially Metzel worked predominately with the provincial editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the inception of XX century undertaking Metzel less monopolized the Russian trade in for copy advertising and has already entered the worldwide level: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this ever, the trading auditorium has been transformed into a “Russian Collective Source Company announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the condition of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created in front by means of professionals. Of advance, this affects the importance of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not yet received such proceeds, and, as a rule, there was the long green from subscriptions. With regard to the provinces, the venture Metzel quickly revives marketing in the unusual corners of the boondocks, which, in turn, affected the Russian economy as a whole.
Mechanism Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every manufacturer of a consequence may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to give, determination in perpetuity allowances and the amount burnt- on publishing, always come back in abundance. The group will earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism central chore ad
If the Principal Section lodge “worked, mostly, the location, the” Russian Shared Progenitor Concern offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried out the dispatch into other languages (A little tip-off here. The peculiar businesses recognize the buy healthier and through the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the broadsheet that advertises the company Metzel later on appealed to entrepreneurs: “You are secured by a swarms of singular details, so that you may not realize the intended unbigoted - to disclose their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you choice fulfil the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and logical content.”
The notable phrase “advertising - the engine of trade” - is also the origination of the first advertising agency Metzel: it is considered that it invented the government director of the partnership VA Polyakov.