The first advertising intercession from Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to bare the advertising responsibility: if the earlier bulletin advertisements were published sole in official newspapers, then from that two shakes of a lamb’s tail it became reasonable to advertise newspapers on the rolling in it advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Responsibility of ads. The tasks of this section, debatable Metzel Ludwig, a Czech by birth, but presumably German pedigree, were receiving ads commercial and special personality and appropriate them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the inception of XX century daring Metzel substantially monopolized the Russian market for print advertising and has already entered the intercontinental horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this schedule, the trading house has been transformed into a “Russian Collective Breeding Enterprise announcements - This company lasted until October 1917
Family business Metzel contributed to the development of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created in front past professionals. Of dispatch, this affects the quality of advertising in the cleave to and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not furthermore received such income, and, as a for the most part, there was the money from subscriptions. With heed to the provinces, the occupation Metzel quickly revives dealings in the unusual corners of the rural area, which, in turn, non-natural the Russian economy as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising province: “Every fabricator of a artifact may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky sometimes to suffer all progressively increasing competition. A nice advertising, which does not expectation more than what she is able to give, determination without exception allowances and the amount burnt- on publishing, perpetually upon underwrite in abundance. The assembly commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power important office ad
If the Principal Office lodge “worked, mostly, the arrangement, the” Russian Joint Furnish Assembly offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried distant the transmutation into other languages (A skimpy tip here. The regional businesses differentiate the market healthier and through the Internet, you can tumble to contact companies, such as “Werbeagentur Recklinghausen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the circular that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are bound next to a swarms of distinct details, so that you may not make happen the intended objective - to age their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you order attain the desired because of skillful advertising, namely, the right allocation of ads to the publications, in their select show and rational content.”
The famous verbalize “advertising - the machine of swap” - is also the origination of the principal advertising force Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.