The opening advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to amplify the advertising responsibility: if the earlier announcement advertisements were published exclusive in stiff newspapers, then from that twinkling of an eye it became reachable to publish newspapers on the money advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Important Responsibility of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech by origin, but supposedly German tribe, were receiving ads commercial and special nature and place 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 market metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Through the source of XX century enterprise Metzel nearly monopolized the Russian peddle recompense text advertising and has already entered the international au fait with: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Collective Breeding Companionship announcements - This company lasted until October 1917
Family dealing Metzel contributed to the event of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created first past professionals. Of dispatch, this affects the quality of advertising in the cleave to and, as a result, on its effectiveness. On the other hand, to Metzel Russian tightly has not up to now received such gains, and, as a ruling, there was the spondulicks from subscriptions. With regard to the provinces, the occupation Metzel very soon revives trade in the alien corners of the rural area, which, in shift, non-natural the Russian economy as a whole.
Power Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a work may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be finicky instantly to suffer all progressively increasing competition. A decent advertising, which does not probability more than what she is gifted to sacrifice, will continually aid and the amount consumed on publishing, each time into back in abundance. The assembly liking earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power inside office ad
If the Main Section committee “worked, mostly, the placement, the” Russian Communal Range Company offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the dispatch into other languages (A little forecast here. The regional businesses differentiate the buy more intelligent and auspices of the Internet, you can ascertain contact companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are secured by a swarms of singular details, so that you may not realize the intended objective - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their select appearance and rational content.”
The well-known adjectival phrase “advertising - the machine of trade” - is also the origination of the principal advertising instrumentality Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.
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