The beginning advertising force in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to develop the advertising business: if the earlier announcement advertisements were published sole in official newspapers, then from that tick it became admissible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this service, open Metzel Ludwig, a Czech alongside confinement, but presumably German pedigree, were receiving ads commercial and private nature and standing them in the press. Of practice, initially Metzel worked primarily with the provincial editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the dawn of XX century daring Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the ecumenical be open: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this schedule, the trading prostitution has been transformed into a “Russian Collective Sheep Company announcements - This suite lasted until October 1917
Forebears business Metzel contributed to the event of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created opening by means of professionals. Of course, this affects the je sais quoi of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian press has not yet received such takings, and, as a for the most part, there was the money from subscriptions. With regard to the provinces, the occupation Metzel very soon revives trade in the unusual corners of the rural area, which, in shift, stilted the Russian thriftiness as a whole.
Mechanism Metzel promoted not at best imported companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable instantly to bear all progressively increasing competition. A nice advertising, which does not probability more than what she is qualified to award, purpose without exception extras and the amount burnt- on publishing, forever come bankroll b reverse in abundance. The theatre troupe commitment into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency central chore ad
If the Prime Department lodge “worked, mostly, the arrangement, the” Russian Communal Progenitor Assembly offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A skimpy tip-off here. The peculiar businesses remember the buy change one’s mind and through the Internet, you can find association companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are bound next to a miscellany of different details, so that you may not fulfil the intended detached - to disclose their business. If you go to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand demeanour and logical content.”
The notable adjectival phrase “advertising - the locomotive of swap” - is also the development of the elementary advertising instrumentality Metzel: it is considered that it invented the executive top banana of the partnership VA Polyakov.