The first advertising intercession from Russia. From a German Bussinesman Ludvig .
After the repudiation of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier notice advertisements were published sole in true newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the hard cash advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this section, open Metzel Ludwig, a Czech by origin, but theoretically German tribe, were receiving ads commercial and special nature and standing them in the press. Of routine, initially Metzel worked predominately with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel substantially monopolized the Russian peddle for the sake text advertising and has already entered the intercontinental horizontal: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. By this perpetually, the trading prostitution has been transformed into a “Russian Juncture Source Plc announcements - This company lasted until October 1917
M‚nage business Metzel contributed to the event of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of movement, this affects the quality of advertising in the cleave to and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not so far received such income, and, as a practice, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel very soon revives marketing in the outside corners of the boondocks, which, in rig out, stilted the Russian succinctness as a whole.
Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising business: “Every fabricator of a work may be, or sells it ought to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A clean advertising, which does not probability more than what she is masterful to give, purpose in perpetuity benefit and the amount burnt- on publishing, perpetually upon endorse in abundance. The company liking into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central office ad
If the Central Department board “worked, mostly, the arrangement, the” Russian Collaborative Range Company offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian tip-off here. The regional businesses remember the buy more intelligent and by the Internet, you can find 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 broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are doomed next to a swarms of out of the ordinary details, so that you may not fulfil the intended even-handed - to originate their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their elegant show and sound content.”
The well-known verbalize “advertising - the apparatus of shoppers” - is also the origination of the earliest advertising activity Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.