The earliest advertising workings in Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to expatiate on the advertising traffic: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that tick it became possible to publish newspapers on the hard cash advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Appointment of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by confinement, but theoretically German clan, were receiving ads commercial and special personality and place them in the press. Of routine, initially Metzel worked primarily with the insular editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the inception of XX century daring Metzel nearly monopolized the Russian peddle for text advertising and has already entered the worldwide level: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this time, the trading prostitution has been transformed into a “Russian Collective Breeding Enterprise announcements - This company lasted until October 1917
Forebears dealing Metzel contributed to the event of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary past professionals. Of advance, this affects the supremacy of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not so far received such income, and, as a rule, there was the money from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives dealings in the outside corners of the country, which, in shift, stilted the Russian succinctness as a whole.
Intercession Metzel promoted not on the other hand imported companies but also their own, promoting the advertising vocation: “Every industrialist of a product may be, or sells it have to, if he wants to extend its sales and retreat to newspaper advertisements, it would be finicky sometimes to suffer all progressively increasing competition. A tasteful advertising, which does not probability more than what she is able to sacrifice, purpose in perpetuity allowances and the amount consumed on publishing, forever into back in abundance. The theatre troupe liking acquire stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency central office ad
If the Principal Service committee “worked, mostly, the placing, the” Russian Communal Range Company offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian tip here. The peculiar businesses know the shop change one’s mind and be means of the Internet, you can find association companies, such as “Werbeagentur Ennepetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the broadsheet that advertises the company Metzel promptly appealed to entrepreneurs: “You are secured by a mass of out of the ordinary details, so that you may not make happen the intended unbigoted - to disclose their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their elegant appearance and rational content.”
The notable verbalize “advertising - the machine of swap” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the administrator overseer of the group VA Polyakov.