The beginning advertising workings in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to develop the advertising question: if the earlier spot advertisements were published only in stiff newspapers, then from that two shakes of a lamb’s tail it became admissible to promulgate newspapers on the scratch advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech alongside origin, but theoretically German clan, were receiving ads commercial and secluded character and task them in the press. Of routine, initially Metzel worked initially with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel virtually monopolized the Russian peddle for the sake print advertising and has already entered the ecumenical level: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading auditorium has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first by way of professionals. Of course, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian tightly has not so far received such gains, and, as a for the most part, there was the long green from subscriptions. With regard to the provinces, the activity Metzel hastily revives dealings in the outside corners of the boondocks, which, in produce, studied the Russian succinctness as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be difficult for the nonce to hold out against all progressively increasing competition. A clean advertising, which does not expectation more than what she is qualified to give, will continually allowances and the amount consumed on publishing, forever come bankroll b reverse in abundance. The assembly liking gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means main chore ad
If the Central Section committee “worked, mostly, the placement, the” Russian Shared Stock Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the transformation into other languages (A youthful forecast here. The regional businesses remember the customer base healthier and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the circular that advertises the guests Metzel later on appealed to entrepreneurs: “You are forced via a swarms of different details, so that you may not make happen the intended objective - to originate their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and sound content.”
The famous adjectival phrase “advertising - the locomotive of mercantilism” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the executive the man of the partnership VA Polyakov.