The opening advertising force in Russia. From a German Bussinesman Ludwig Metzel.
After the abolition of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published sole in true newspapers, then from that tick it became reachable to promulgate newspapers on the scratch advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech alongside confinement, but theoretically German tribe, were receiving ads commercial and private constitution and task them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the inception of XX century enterprise Metzel virtually monopolized the Russian peddle recompense print advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading prostitution has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the development of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created first by means of professionals. Of movement, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not furthermore received such proceeds, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the liveliness Metzel hastily revives dealings in the alien corners of the country, which, in rig out, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not merely imported companies but also their own, promoting the advertising province: “Every fabricator of a work may be, or sells it have to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable instantly to hold out against all progressively increasing competition. A decent advertising, which does not promise more than what she is able to sacrifice, purpose in perpetuity benefit and the amount used up on publishing, always break apart back in abundance. The assembly commitment earn fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the means central workplace ad
If the Central Department committee “worked, mostly, the arrangement, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian tip-off here. The town businesses recognize the customer base healthier and through the Internet, you can ascertain association companies, such as “Werbeagentur Köln”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the band Metzel later on appealed to entrepreneurs: “You are forced via a mass of out of the ordinary details, so that you may not get the intended objective - to disclose their business. If you go to the Trading line “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their select advent and sound content.”
The illustrious phrase “advertising - the locomotive of shoppers” - is also the invention of the earliest advertising force Metzel: it is considered that it invented the executive the man of the group VA Polyakov.