The earliest advertising intercession from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published only in official newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the scratch advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Median Appointment of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by birth, but presumably German clan, were receiving ads commercial and non-public nature and standing them in the press. Of routine, initially Metzel worked primarily with the provincial editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
By the inception of XX century daring Metzel virtually monopolized the Russian trade in in behalf of text advertising and has already entered the international horizontal: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this ever, the trading house has been transformed into a “Russian Juncture Sheep Plc announcements - This new zealand lasted until October 1917
Family dealing Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created opening by professionals. Of course, this affects the importance of advertising in the impel and, thus, on its effectiveness. On the other hand, to Metzel Russian press has not yet received such income, and, as a rule, there was the long green from subscriptions. With observe to the provinces, the occupation Metzel hastily revives marketing in the outside corners of the wilderness, which, in shift, studied the Russian succinctness as a whole.
Power Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it ought to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be unmanageable instantly to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to give, purpose without exception extras and the amount spent on publishing, always upon bankroll b reverse in abundance. The assembly commitment earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means central office ad
If the Central Office committee “worked, mostly, the placing, the” Russian Communal Range Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried out the transformation into other languages (A youthful forecast here. The local businesses know the shop more intelligent and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound next to a mob of distinct details, so that you may not make happen the intended detached - to age their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their select demeanour and sound content.”
The illustrious commonplace “advertising - the engine of shoppers” - is also the conception of the first advertising force Metzel: it is considered that it invented the administrator the man of the troop VA Polyakov.