The beginning advertising intercession from Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to bare the advertising responsibility: if the earlier spot advertisements were published sole in stiff newspapers, then from that moment it became reachable to promulgate newspapers on the rolling in it advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech at hand birth, but rumour has it German pedigree, were receiving ads commercial and secluded nature and task them in the press. Of practice, initially Metzel worked primarily with the uninformed editions, but later his case 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 °».
Through the inception of XX century undertaking Metzel less monopolized the Russian sell for the sake print advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Stock Companionship announcements - This suite lasted until October 1917
Parentage dealing Metzel contributed to the occurrence of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of movement, this affects the je sais quoi of advertising in the cleave to and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such takings, and, as a rule, there was the money from subscriptions. With regard to the provinces, the venture Metzel very soon revives marketing in the outside corners of the wilderness, which, in turn, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it have to, if he wants to swell its sales and resort to newspaper advertisements, it would be difficult sometimes to bear all progressively increasing competition. A clean advertising, which does not expectation more than what she is masterful to give, purpose in perpetuity extras and the amount used up on publishing, forever upon back in abundance. The company liking acquire prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power main charge ad
If the Central Office lodge “worked, mostly, the location, the” Russian Joint Stock Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian forecast here. The local businesses differentiate the customer base better and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the broadsheet that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are doomed via a mob of out of the ordinary details, so that you may not make happen the intended even-handed - to originate their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you will win the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and sound content.”
The notable adjectival phrase “advertising - the locomotive of mercantilism” - is also the origination of the first advertising agency Metzel: it is considered that it invented the top banana the man of the partnership VA Polyakov.