The beginning advertising intercession from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Responsibility of ads. The tasks of this office, open Metzel Ludwig, a Czech by birth, but supposedly German tribe, were receiving ads commercial and secluded character and appropriate them in the press. Of routine, initially Metzel worked predominately with the uninformed editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the beginning of XX century vigour Metzel nearly monopolized the Russian peddle recompense text advertising and has already entered the intercontinental horizontal: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. During this time, the trading auditorium has been transformed into a “Russian Joint Stock Companionship announcements - This fellowship lasted until October 1917
M‚nage responsibility Metzel contributed to the event of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created opening by way of professionals. Of movement, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other part, to Metzel Russian clasp has not so far received such takings, and, as a for the most part, there was the money from subscriptions. With regard to the provinces, the liveliness Metzel very soon revives marketing in the outside corners of the boondocks, which, in shift, non-natural the Russian economy as a whole.
Agency Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising vocation: “Every industrialist of a consequence may be, or sells it requirement, if he wants to swell its sales and fall back on to newspaper advertisements, it would be demanding now to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to sacrifice, determination in perpetuity allowances and the amount spent on publishing, always into bankroll b reverse in abundance. The company will acquire superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means inside workplace ad
If the Principal Office board “worked, mostly, the arrangement, the” Russian Joint Range Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the translation into other languages (A lilliputian forecast here. The regional businesses know the customer base better and by the Internet, you can ascertain phone companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the announcement that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are forced by a mob of different details, so that you may not get the intended unbigoted - to disclose their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you order win the desired because of skillful advertising, namely, the proper allocation of ads to the publications, in their delicate advent and inductive content.”
The notable phrase “advertising - the locomotive of shoppers” - is also the development of the elementary advertising force Metzel: it is considered that it invented the top banana overseer of the company VA Polyakov.
Tags: Advertising, advertising agency, agency, announcement, Business, Marketing, russian