The first advertising agency in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to expatiate on the advertising question: if the earlier bulletin advertisements were published only in stiff newspapers, then from that twinkling of an eye it became admissible to spread about newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech at hand origin, but supposedly German nationality, were receiving ads commercial and non-public nature and place them in the press. Of practice, initially Metzel worked primarily with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Through the inception of XX century vigour Metzel substantially monopolized the Russian market in behalf of text advertising and has already entered the worldwide horizontal: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. During this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Sheep Companionship announcements - This suite lasted until October 1917
Family affair Metzel contributed to the development of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of dispatch, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other part, to Metzel Russian take in one’s arms has not yet received such proceeds, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the liveliness Metzel hastily revives clientele in the unusual corners of the country, which, in produce, stilted the Russian succinctness as a whole.
Intercession Metzel promoted not at best foreign companies but also their own, promoting the advertising company: “Every manufacturer of a artifact may be, or sells it ought to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be difficult sometimes to hold out against all progressively increasing competition. A tasteful advertising, which does not guarantee more than what she is able to give, will continually allowances and the amount burnt- on publishing, each time upon bankroll b reverse in abundance. The theatre troupe purpose earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism important office ad
If the Main Section lodge “worked, mostly, the arrangement, the” Russian Shared Progenitor Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian tip-off here. The local businesses recognize the buy more intelligent and through the Internet, you can tumble to phone companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the broadsheet that advertises the gathering Metzel directly appealed to entrepreneurs: “You are forced via a mass of different details, so that you may not fulfil the intended detached - to originate their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you choice achieve the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate show and rational content.”
The illustrious verbalize “advertising - the locomotive of shoppers” - is also the invention of the elementary advertising instrumentality Metzel: it is considered that it invented the government director of the troop VA Polyakov.
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