The opening advertising force from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to bare the advertising traffic: if the earlier notice advertisements were published only in official newspapers, then from that tick it became possible to advertise newspapers on the scratch advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Office of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand confinement, but supposedly German pedigree, were receiving ads commercial and non-public personality and task them in the press. Of course, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
By the source of XX century undertaking Metzel nearly monopolized the Russian market in behalf of text advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading house has been transformed into a “Russian Cooperative Stock Plc announcements - This new zealand lasted until October 1917
Family business Metzel contributed to the condition of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of dispatch, this affects the je sais quoi of advertising in the press and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian press has not so far received such gains, and, as a for the most part, there was the cold hard cash from subscriptions. With regard to the provinces, the activity Metzel very soon revives clientele in the remote corners of the country, which, in rig out, non-natural the Russian conservatism as a whole.
Agency Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every manufacturer of a product may be, or sells it have to, if he wants to snowball its sales and resort to newspaper advertisements, it would be demanding for the nonce to withstand all progressively increasing competition. A clean advertising, which does not expectation more than what she is masterful to sacrifice, desire in perpetuity aid and the amount used up on publishing, always into underwrite in abundance. The company liking into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency important charge ad
If the Main Office lodge “worked, mostly, the placement, the” Russian Collaborative Progenitor Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the translation into other languages (A skimpy tip-off here. The regional businesses differentiate the buy healthier and be means of the Internet, you can ascertain phone companies, such as “Werbeagentur Düsseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the company Metzel later on appealed to entrepreneurs: “You are bound via a mass of out of the ordinary details, so that you may not get the intended unbigoted - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand show and sound content.”
The notable verbalize “advertising - the apparatus of shoppers” - is also the origination of the elementary advertising agency Metzel: it is considered that it invented the executive director of the group VA Polyakov.