The opening advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the rolling in it advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Firm of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech alongside origin, but rumour has it German nationality, were receiving ads commercial and special character and appropriate them in the press. Of course, initially Metzel worked predominately with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Through the inception of XX century enterprise Metzel substantially monopolized the Russian trade in recompense text advertising and has already entered the ecumenical be open: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading legislative body has been transformed into a “Russian Juncture Breeding Plc announcements - This fellowship lasted until October 1917
Forebears responsibility Metzel contributed to the development of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created in front past professionals. Of movement, this affects the quality of advertising in the seethe and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not so far received such income, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the liveliness Metzel with dispatch revives marketing in the alien corners of the wilderness, which, in produce, studied the Russian economy as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every producer of a product may be, or sells it ought to, if he wants to extend its sales and retreat to newspaper advertisements, it would be difficult now to withstand all progressively increasing competition. A clean advertising, which does not guarantee more than what she is masterful to sacrifice, desire in perpetuity allowances and the amount spent on publishing, perpetually break apart endorse in abundance. The assembly purpose acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency inside chore ad
If the Prime Service committee “worked, mostly, the location, the” Russian Joint Stock Concern offers “significantly expanded its assortment of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A little forecast here. The regional businesses differentiate the shop better and through the Internet, you can find out get in touch with companies, such as “Werbeagentur Rheinberg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are bound via a miscellany of singular details, so that you may not make happen the intended detached - to disclose their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you compel attain the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate demeanour and sound content.”
The famous verbalize “advertising - the engine of swap” - is also the conception of the principal advertising force Metzel: it is considered that it invented the executive the man of the company VA Polyakov.