The earliest advertising force from Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published only in licensed newspapers, then from that two shakes of a lamb’s tail it became possible to advertise newspapers on the money advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Inside Appointment of ads. The tasks of this service, extensive Metzel Ludwig, a Czech at hand origin, but theoretically German nationality, were receiving ads commercial and private character and appropriate them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century undertaking Metzel nearly monopolized the Russian sell for the sake print advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this ever, the trading legislative body has been transformed into a “Russian Juncture Source Plc announcements - This fellowship lasted until October 1917
Forebears responsibility 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 opening past professionals. Of course, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not yet received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel very soon revives trade in the outside corners of the wilderness, which, in turn, affected the Russian succinctness as a whole.
Intercession Metzel promoted not only imported companies but also their own, promoting the advertising company: “Every manufacturer of a work may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be demanding sometimes to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is able to award, desire without exception benefit and the amount spent on publishing, perpetually break apart underwrite in abundance. The group will into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside office ad
If the Main Department lodge “worked, mostly, the arrangement, the” Russian Joint Furnish Concern offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the translation into other languages (A little tip-off here. The regional businesses know the market change one’s mind and by the Internet, you can find association companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are bound beside a miscellany of different details, so that you may not fulfil the intended detached - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate show and inductive content.”
The famous adjectival phrase “advertising - the machine of trade” - is also the development of the first advertising instrumentality Metzel: it is considered that it invented the executive top banana of the group VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian