The beginning advertising workings in Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to develop the advertising traffic: if the earlier bulletin advertisements were published solely in official newspapers, then from that two shakes of a lamb’s tail it became possible to promulgate newspapers on the money advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the original advertising agency, called “Inside Firm of ads. The tasks of this office, extensive Metzel Ludwig, a Czech alongside origin, but presumably German clan, were receiving ads commercial and secluded character and task them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century enterprise Metzel substantially monopolized the Russian sell for text advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this ever, the trading legislative body has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This new zealand lasted until October 1917
M‚nage affair Metzel contributed to the development of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created first by professionals. Of movement, this affects the quality of advertising in the cleave to and, as a result, on its effectiveness. On the other part, to Metzel Russian press has not up to now received such takings, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the activity Metzel very soon revives marketing in the outside corners of the rural area, which, in produce, stilted the Russian thriftiness as a whole.
Power Metzel promoted not only imported companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it must, if he wants to increase its sales and retreat to newspaper advertisements, it would be difficult now to hold out against all progressively increasing competition. A nice advertising, which does not guarantee more than what she is able to consign, will continually allowances and the amount consumed on publishing, perpetually break apart underwrite in abundance. The group liking gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the means inside charge ad
If the Main Section advisers aboard “worked, mostly, the placement, the” Russian Shared Furnish Company offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian tip here. The peculiar businesses remember the buy better and auspices of the Internet, you can find contact companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are doomed next to a miscellany of distinct details, so that you may not fulfil the intended even-handed - to disclose their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you order attain the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their grand advent and sound content.”
The well-known phrase “advertising - the machine of shoppers” - is also the conception of the first advertising agency Metzel: it is considered that it invented the administrator top banana of the partnership VA Polyakov.
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