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After the repudiation of serfdom in Russia began to bare the advertising business: if the earlier notice advertisements were published solely in true newspapers, then from that two shakes of a lamb’s tail it became reachable to promulgate newspapers on the scratch advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by origin, but presumably German clan, were receiving ads commercial and non-public constitution and place them in the press. Of practice, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».

Nigh the beginning of XX century vigour Metzel less monopolized the Russian trade in recompense copy advertising and has already entered the international be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Collective Sheep Companionship announcements - This fellowship lasted until October 1917

Forebears affair Metzel contributed to the event of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created elementary by professionals. Of course, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not up to now received such gains, and, as a rule, there was the long green from subscriptions. With on to the provinces, the activity Metzel quickly revives marketing in the outside corners of the wilderness, which, in shift, non-natural the Russian conservatism as a whole.

Intercession Metzel promoted not only unassimilable companies but also their own, promoting the advertising business: “Every manufacturer of a artifact may be, or sells it requirement, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A clean advertising, which does not probability more than what she is gifted to consign, determination always benefit and the amount burnt- on publishing, always come back in abundance. The company commitment acquire superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the power important office ad

If the Main Department lodge “worked, mostly, the arrangement, the” Russian Shared Stock Assembly offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried distant the transformation into other languages (A lilliputian tip here. The local businesses know the shop healthier and be means of the Internet, you can find contact companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the announcement that advertises the company Metzel speedily appealed to entrepreneurs: “You are doomed next to a mass of out of the ordinary details, so that you may not fulfil the intended unbigoted - to age their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you will fulfil the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their select show and inductive content.”

The illustrious commonplace “advertising - the apparatus of mercantilism” - is also the conception of the elementary advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the troop VA Polyakov.