The opening advertising intercession in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published solely in licensed newspapers, then from that twinkling of an eye it became reachable to advertise newspapers on the hard cash advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech by origin, but supposedly German nationality, were receiving ads commercial and non-public constitution and standing them in the press. Of routine, initially Metzel worked predominately with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the inception of XX century daring Metzel substantially monopolized the Russian peddle for the sake text advertising and has already entered the intercontinental au fait with: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading legislative body has been transformed into a “Russian Joint Stock Companionship announcements - This fellowship lasted until October 1917
Parentage dealing Metzel contributed to the event of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created opening by means of professionals. Of advance, this affects the quality of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not up to now received such proceeds, and, as a for the most part, there was the cold hard cash from subscriptions. With on to the provinces, the venture Metzel with dispatch revives trade in the alien corners of the country, which, in turn, non-natural the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand imported companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it must, if he wants to increase its sales and retreat to newspaper advertisements, it would be finicky instantly to hold out against all progressively increasing competition. A nice advertising, which does not promise more than what she is masterful to give, will continually extras and the amount consumed on publishing, perpetually break apart underwrite in abundance. The assembly commitment gain stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power main charge ad
If the Main Office committee “worked, mostly, the arrangement, the” Russian Joint Progenitor Concern offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried distant the transformation into other languages (A skimpy forecast here. The town businesses recognize the customer base change one’s mind and by the Internet, you can tumble to association companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the company Metzel promptly appealed to entrepreneurs: “You are doomed via a swarms of different details, so that you may not make happen the intended objective - to disclose their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you order win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their grand show and logical content.”
The famous phrase “advertising - the engine of shoppers” - is also the invention of the principal advertising agency Metzel: it is considered that it invented the top banana director of the group VA Polyakov.