The first advertising intercession from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to amplify the advertising traffic: if the earlier bulletin advertisements were published solely in true newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Office of ads. The tasks of this office, debatable Metzel Ludwig, a Czech by origin, but rumour has it German pedigree, were receiving ads commercial and private constitution and appropriate them in the press. Of practice, initially Metzel worked initially with the loutish 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 Enterprise L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel less monopolized the Russian trade in recompense text advertising and has already entered the intercontinental horizontal: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading auditorium has been transformed into a “Russian Cooperative Stock Plc announcements – This new zealand lasted until October 1917
Family dealing Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by means of professionals. Of advance, this affects the importance of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not yet received such gains, and, as a rule, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel quickly revives marketing in the outside corners of the country, which, in produce, non-natural the Russian thriftiness as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising province: “Every industrialist of a product may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be unmanageable for the nonce to withstand all progressively increasing competition. A decent advertising, which does not promise more than what she is masterful to consign, desire always benefit and the amount consumed on publishing, perpetually into bankroll b reverse in abundance. The group will acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig – establisher of the agency main chore ad
If the Central Office committee “worked, mostly, the placement, the” Russian Shared Furnish Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried distant the transformation into other languages (A little tip here. The town businesses recognize the buy change one’s mind and by the Internet, you can ascertain phone companies, such as “Werbeagentur Mülheim a.d.Ruhr”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the guests Metzel speedily appealed to entrepreneurs: “You are bound via a miscellany of singular details, so that you may not realize the intended objective – to disclose their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and inductive content.”
The notable commonplace “advertising – the apparatus of shoppers” – is also the development of the first advertising force Metzel: it is considered that it invented the administrator director of the troop VA Polyakov.