The first advertising workings in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to amplify the advertising business: if the earlier bulletin advertisements were published sole in licensed newspapers, then from that tick it became reachable to spread about newspapers on the money advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech at hand origin, but theoretically German pedigree, were receiving ads commercial and non-public character and task them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the dawn of XX century enterprise Metzel less monopolized the Russian sell for print advertising and has already entered the intercontinental horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this time, the trading prostitution has been transformed into a “Russian Collective Breeding Enterprise announcements - This suite lasted until October 1917
M‚nage responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of course, this affects the importance of advertising in the press and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not furthermore received such income, and, as a rule, there was the cold hard cash from subscriptions. With regard to the provinces, the venture Metzel very soon revives dealings in the outside corners of the wilderness, which, in shift, studied the Russian conservatism as a whole.
Intercession Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a consequence may be, or sells it requirement, if he wants to increase its sales and fall back on to newspaper advertisements, it would be demanding sometimes to bear all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to sacrifice, will without exception aid and the amount spent on publishing, always come back in abundance. The theatre troupe commitment gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the mechanism inside office ad
If the Principal Section lodge “worked, mostly, the arrangement, the” Russian Collaborative Progenitor Company offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy forecast here. The peculiar businesses know the shop better and be means of the Internet, you can find out phone companies, such as “Werbeagentur Ennepetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are forced by a mob of distinct details, so that you may not make happen the intended even-handed - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant show and inductive content.”
The illustrious adjectival phrase “advertising - the machine of shoppers” - is also the development of the principal advertising activity Metzel: it is considered that it invented the government director of the partnership VA Polyakov.