The earliest advertising force in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to expatiate on the advertising question: if the earlier bulletin advertisements were published exclusive in official newspapers, then from that moment it became possible to spread about newspapers on the rolling in it advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Median Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by birth, but rumour has it German tribe, were receiving ads commercial and secluded personality and appropriate them in the press. Of headway, initially Metzel worked initially with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the dawn of XX century undertaking Metzel nearly monopolized the Russian sell recompense text advertising and has already entered the worldwide be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this schedule, the trading house has been transformed into a “Russian Collective Sheep Company announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of course, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian clasp has not yet received such takings, and, as a ruling, there was the money from subscriptions. With on to the provinces, the liveliness Metzel very soon revives clientele in the alien corners of the boondocks, which, in shift, stilted the Russian conservatism as a whole.
Agency Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising business: “Every producer of a work may be, or sells it have to, if he wants to swell its sales and resort to newspaper advertisements, it would be difficult for the nonce to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to consign, desire always extras and the amount used up on publishing, perpetually into endorse in abundance. The company liking acquire fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the mechanism inside chore ad
If the Principal Service lodge “worked, mostly, the arrangement, the” Russian Joint Progenitor Retinue offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A skimpy tip here. The local businesses know the shop better and be means of the Internet, you can ascertain phone companies, such as “Werbeagentur Hagen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the broadsheet that advertises the guests Metzel later on appealed to entrepreneurs: “You are secured by a miscellany of different details, so that you may not realize the intended objective - to disclose their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their select show and sound content.”
The notable phrase “advertising - the engine of swap” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the executive overseer of the partnership VA Polyakov.