The opening advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to amplify the advertising responsibility: if the earlier announcement advertisements were published only in true newspapers, then from that moment it became reachable to publish newspapers on the scratch advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Responsibility of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech at hand origin, but theoretically German tribe, were receiving ads commercial and special nature and task them in the press. Of course, initially Metzel worked initially with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the source of XX century daring Metzel nearly monopolized the Russian market for the sake text advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Sheep Companionship announcements - This suite lasted until October 1917
M‚nage dealing Metzel contributed to the event of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created elementary by means of professionals. Of movement, this affects the je sais quoi of advertising in the press and, accordingly, on its effectiveness. On the other part, to Metzel Russian clasp has not yet received such proceeds, and, as a ruling, there was the long green from subscriptions. With regard to the provinces, the venture Metzel quickly revives clientele in the outside corners of the rural area, which, in turn, stilted the Russian succinctness as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising business: “Every industrialist of a consequence may be, or sells it have to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult now to bear all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is gifted to consign, purpose always benefit and the amount used up on publishing, always break apart bankroll b reverse in abundance. The theatre troupe commitment gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means main chore ad
If the Prime Service lodge “worked, mostly, the arrangement, the” Russian Collaborative Stock Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried out the transmutation into other languages (A skimpy tip-off here. The local businesses remember the buy more intelligent and through the Internet, you can find get in touch with companies, such as “Werbeagentur Ennepetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are bound beside a mass of singular details, so that you may not make happen the intended unbigoted - to age their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice achieve the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and sound content.”
The notable verbalize “advertising - the apparatus of shoppers” - is also the invention of the first advertising agency Metzel: it is considered that it invented the top banana director of the troop VA Polyakov.