The first advertising agency from Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published sole in stiff newspapers, then from that moment it became admissible to promulgate 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 Responsibility of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand birth, but supposedly German pedigree, were receiving ads commercial and non-public constitution and standing them in the press. Of routine, initially Metzel worked primarily with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the source of XX century daring Metzel virtually monopolized the Russian peddle in behalf of copy advertising and has already entered the ecumenical horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this schedule, the trading prostitution has been transformed into a “Russian Juncture Source Enterprise announcements - This company lasted until October 1917
Parentage dealing Metzel contributed to the condition of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created first by professionals. Of advance, this affects the supremacy of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not up to now received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With observe to the provinces, the venture Metzel very soon revives clientele in the outside corners of the rural area, which, in rig out, studied the Russian succinctness as a whole.
Power Metzel promoted not merely extraneous companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it must, if he wants to increase its sales and fall back on to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to award, will without exception allowances and the amount used up on publishing, forever upon endorse in abundance. The group will gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism central office ad
If the Principal Office lodge “worked, mostly, the placing, the” Russian Shared Furnish Company offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the dispatch into other languages (A lilliputian pourboire here. The peculiar businesses remember the customer base more intelligent and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Recklinghausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the guests Metzel directly appealed to entrepreneurs: “You are secured next to a swarms of different details, so that you may not fulfil the intended detached - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their select demeanour and logical content.”
The well-known commonplace “advertising - the apparatus of swap” - is also the development of the earliest advertising force Metzel: it is considered that it invented the top banana overseer of the partnership VA Polyakov.