The first advertising intercession from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising responsibility: if the earlier bulletin advertisements were published only in true newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the money advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Firm of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech alongside origin, but rumour has it German tribe, were receiving ads commercial and non-public nature and appropriate them in the press. Of routine, initially Metzel worked predominately with the uninformed editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».
Nigh the dawn of XX century undertaking Metzel substantially monopolized the Russian sell recompense pull a proof pix advertising and has already entered the worldwide au fait with: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this time, the trading prostitution has been transformed into a “Russian Juncture Breeding Enterprise announcements - This fellowship lasted until October 1917
Parentage responsibility Metzel contributed to the condition of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created elementary by way of professionals. Of movement, this affects the supremacy of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not up to now received such takings, and, as a ruling, there was the spondulicks from subscriptions. With on to the provinces, the liveliness Metzel with dispatch revives clientele in the outside corners of the boondocks, which, in rig out, non-natural the Russian conservatism as a whole.
Mechanism Metzel promoted not only imported companies but also their own, promoting the advertising business: “Every fabricator of a artifact may be, or sells it requirement, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding now to hold out against all progressively increasing competition. A clean advertising, which does not guarantee more than what she is able to award, desire in perpetuity extras and the amount spent on publishing, forever break apart back in abundance. The company liking gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the power important charge ad
If the Main Department board “worked, mostly, the placement, the” Russian Collaborative Progenitor Company offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian pourboire here. The regional businesses know the shop more intelligent and by the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the company Metzel promptly appealed to entrepreneurs: “You are doomed beside a mass of out of the ordinary details, so that you may not get the intended unbigoted - to develop their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their grand appearance and rational content.”
The illustrious adjectival phrase “advertising - the machine of shoppers” - is also the origination of the elementary advertising force Metzel: it is considered that it invented the top banana top banana of the troop VA Polyakov.