The beginning advertising intercession in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published sole in stiff newspapers, then from that tick it became possible to publish newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Appointment of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand origin, but presumably German tribe, were receiving ads commercial and special character and task them in the press. Of practice, initially Metzel worked predominately with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the source of XX century undertaking Metzel virtually monopolized the Russian trade in recompense copy advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Past this schedule, the trading prostitution has been transformed into a “Russian Joint Sheep Plc announcements - This suite lasted until October 1917
Forebears affair Metzel contributed to the development of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of movement, this affects the supremacy of advertising in the cleave to and, consequently, on its effectiveness. On the other hand, to Metzel Russian clasp has not yet received such proceeds, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the occupation Metzel quickly revives marketing in the alien corners of the country, which, in shift, affected the Russian conservatism as a whole.
Power Metzel promoted not only imported companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it have to, if he wants to snowball its sales and resort to newspaper advertisements, it would be finicky instantly to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is masterful to award, purpose continually benefit and the amount spent on publishing, always upon underwrite in abundance. The group purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside charge ad
If the Main Office board “worked, mostly, the location, the” Russian Joint Range Concern offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transformation into other languages (A youthful pourboire here. The local businesses remember the buy better and through the Internet, you can tumble to association companies, such as “Werbeagentur Viersen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the circular that advertises the guests Metzel later on appealed to entrepreneurs: “You are secured via a mass of different details, so that you may not fulfil the intended even-handed - to originate their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their grand appearance and sound content.”
The well-known commonplace “advertising - the machine of trade” - is also the development of the elementary advertising activity Metzel: it is considered that it invented the executive director of the troop VA Polyakov.
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