The beginning advertising force from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that two shakes of a lamb’s tail it became reasonable to spread about newspapers on the hard cash advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Office of ads. The tasks of this section, open Metzel Ludwig, a Czech alongside origin, but rumour has it German pedigree, were receiving ads commercial and private nature and appropriate them in the press. Of practice, initially Metzel worked primarily with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the source of XX century enterprise Metzel less monopolized the Russian sell for copy advertising and has already entered the ecumenical be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this schedule, the trading legislative body has been transformed into a “Russian Collective Sheep Enterprise announcements - This new zealand lasted until October 1917
Family business Metzel contributed to the condition of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created elementary past professionals. Of movement, this affects the je sais quoi of advertising in the impel and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not yet received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the liveliness Metzel with dispatch revives marketing in the alien corners of the boondocks, which, in rig out, studied the Russian thriftiness as a whole.
Agency Metzel promoted not at best foreign companies but also their own, promoting the advertising province: “Every industrialist of a product may be, or sells it ought to, if he wants to increase its sales and fall back on to newspaper advertisements, it would be finicky sometimes to hold out against all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to award, determination in perpetuity aid and the amount burnt- on publishing, always break apart endorse in abundance. The group liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power important workplace ad
If the Prime Office board “worked, mostly, the placing, the” Russian Joint Progenitor Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried out the transmutation into other languages (A youthful forecast here. The peculiar businesses know the customer base more intelligent and be means of the Internet, you can ascertain contact companies, such as “Werbeagentur Düsseldorf”), 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 guests Metzel later on appealed to entrepreneurs: “You are forced by a swarms of singular details, so that you may not fulfil the intended unbigoted - to originate their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you order fulfil the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant show and logical content.”
The notable phrase “advertising - the engine of shoppers” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.