The earliest advertising workings from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to develop the advertising traffic: if the earlier announcement advertisements were published solely in stiff newspapers, then from that two shakes of a lamb’s tail it became reasonable to promulgate newspapers on the money advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech by origin, but rumour has it German nationality, were receiving ads commercial and special personality and task them in the press. Of course, initially Metzel worked initially with the loutish editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the dawn of XX century undertaking Metzel virtually monopolized the Russian market for the sake text advertising and has already entered the international be open: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this schedule, the trading house has been transformed into a “Russian Juncture Breeding Plc announcements - This new zealand lasted until October 1917
Parentage business Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary past professionals. Of advance, this affects the importance of advertising in the press and, accordingly, on its effectiveness. On the other hand, to Metzel Russian press has not yet received such proceeds, and, as a ruling, there was the long green from subscriptions. With regard to the provinces, the liveliness Metzel quickly revives marketing in the alien corners of the wilderness, which, in shift, stilted the Russian succinctness as a whole.
Mechanism Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every manufacturer of a work may be, or sells it requirement, if he wants to increase its sales and retreat to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A tasteful advertising, which does not promise more than what she is qualified to sacrifice, determination continually benefit and the amount burnt- on publishing, each time break apart underwrite in abundance. The company will gain prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means central office ad
If the Principal Office lodge “worked, mostly, the arrangement, the” Russian Joint Range Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A skimpy forecast here. The local businesses recognize the customer base more intelligent and by the Internet, you can find out get in touch with companies, such as “Werbeagentur Mönchengladbach”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are secured next to a miscellany of different details, so that you may not fulfil the intended detached - to originate their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you will fulfil the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their elegant show and inductive content.”
The well-known phrase “advertising - the machine of mercantilism” - is also the invention of the earliest advertising agency Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.