The opening advertising agency in Russia. From a German Bussinesman Ludvig .
After the abolition of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published sole in licensed newspapers, then from that moment it became reachable to advertise newspapers on the money advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Responsibility of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by origin, but supposedly German clan, were receiving ads commercial and private constitution and standing them in the press. Of headway, initially Metzel worked primarily with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century enterprise Metzel substantially monopolized the Russian sell for the sake text advertising and has already entered the worldwide au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this ever, the trading house has been transformed into a “Russian Collective Breeding Companionship announcements - This new zealand lasted until October 1917
M‚nage dealing Metzel contributed to the condition of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of movement, this affects the quality of advertising in the press and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not so far received such proceeds, and, as a for the most part, there was the money from subscriptions. With observe to the provinces, the activity Metzel quickly revives marketing in the unusual corners of the rural area, which, in shift, affected the Russian conservatism as a whole.
Mechanism Metzel promoted not only unassimilable companies but also their own, promoting the advertising province: “Every industrialist of a work may be, or sells it have to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be finicky now to withstand all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to consign, will always aid and the amount burnt- on publishing, always come endorse in abundance. The theatre troupe will earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the agency main chore ad
If the Main Service committee “worked, mostly, the arrangement, the” Russian Communal Stock Company offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried out the translation into other languages (A youthful tip-off here. The peculiar businesses know the shop better and be means of the Internet, you can find out get in touch with companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the band Metzel promptly appealed to entrepreneurs: “You are doomed beside a swarms of distinct details, so that you may not realize the intended objective - to disclose their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their select demeanour and rational content.”
The notable commonplace “advertising - the locomotive of mercantilism” - is also the conception of the first advertising activity Metzel: it is considered that it invented the administrator director of the group VA Polyakov.