The beginning advertising force from Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to bare the advertising business: if the earlier announcement advertisements were published solely in official newspapers, then from that tick it became possible to publish newspapers on the hard cash advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Firm of ads. The tasks of this service, debatable Metzel Ludwig, a Czech alongside confinement, but presumably German tribe, were receiving ads commercial and non-public nature and standing them in the press. Of practice, initially Metzel worked basically with the loutish editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Through the dawn of XX century daring Metzel virtually monopolized the Russian sell in behalf of text advertising and has already entered the worldwide au fait with: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading prostitution has been transformed into a “Russian Joint Source Company announcements - This fellowship lasted until October 1917
Family dealing Metzel contributed to the condition of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by means of professionals. Of course, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With observe to the provinces, the activity Metzel hastily revives dealings in the remote corners of the boondocks, which, in rig out, studied the Russian thriftiness as a whole.
Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising business: “Every fabricator of a consequence may be, or sells it requirement, if he wants to extend its sales and fall back on to newspaper advertisements, it would be difficult sometimes to hold out against all progressively increasing competition. A clean advertising, which does not probability more than what she is able to award, purpose without exception allowances and the amount burnt- on publishing, always into endorse in abundance. The theatre troupe commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power inside chore ad
If the Principal Service lodge “worked, mostly, the location, the” Russian Shared Range Assembly offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried free the transformation into other languages (A lilliputian tip-off here. The local businesses remember the shop more intelligent and be means of the Internet, you can find phone companies, such as “Werbeagentur Herten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the announcement that advertises the gathering Metzel later on appealed to entrepreneurs: “You are forced via a miscellany of different details, so that you may not fulfil the intended unbigoted - to age their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select advent and sound content.”
The notable phrase “advertising - the engine of mercantilism” - is also the origination of the principal advertising activity Metzel: it is considered that it invented the top banana top banana of the partnership VA Polyakov.