The earliest advertising intercession in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to develop the advertising question: if the earlier bulletin advertisements were published exclusive in official newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the rolling in it advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by origin, but supposedly German tribe, were receiving ads commercial and non-public constitution and place them in the press. Of course, initially Metzel worked basically with the insular editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».
Not later than the inception of XX century undertaking Metzel less monopolized the Russian peddle recompense copy advertising and has already entered the intercontinental level: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this perpetually, the trading legislative body has been transformed into a “Russian Cooperative Stock Enterprise announcements - This company lasted until October 1917
Family responsibility Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created elementary by way of professionals. Of movement, this affects the importance of advertising in the press and, thus, on its effectiveness. On the other part, to Metzel Russian tightly has not so far received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the liveliness Metzel with dispatch revives marketing in the alien corners of the wilderness, which, in produce, non-natural the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every industrialist of a consequence may be, or sells it requirement, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding sometimes to withstand all progressively increasing competition. A decent advertising, which does not promise more than what she is able to award, purpose continually benefit and the amount used up on publishing, always break apart back in abundance. The group purpose into prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means central charge ad
If the Prime Office advisers aboard “worked, mostly, the arrangement, the” Russian Communal Progenitor Assembly offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful tip here. The peculiar businesses recognize the shop healthier and through the Internet, you can find out phone companies, such as “Werbeagentur Schwelm”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the circular that advertises the guests Metzel directly appealed to entrepreneurs: “You are forced next to a mass of singular details, so that you may not make happen the intended even-handed - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you order achieve the desired by way of skillful advertising, namely, the proper allocation of ads to the publications, in their elegant appearance and inductive content.”
The illustrious phrase “advertising - the locomotive of trade” - is also the invention of the earliest advertising force Metzel: it is considered that it invented the top banana top banana of the group VA Polyakov.