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After the destruction of serfdom in Russia began to bare the advertising question: if the earlier notice advertisements were published only in licensed newspapers, then from that twinkling of an eye it became reachable to spread about newspapers on the rolling in it advertisers. Off the record 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, extensive Metzel Ludwig, a Czech by origin, but theoretically German tribe, were receiving ads commercial and secluded personality and place them in the press. Of headway, initially Metzel worked initially with the insular editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».

Nigh the source of XX century undertaking Metzel nearly monopolized the Russian peddle recompense print advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. By this perpetually, the trading prostitution has been transformed into a “Russian Joint Source Enterprise announcements - This suite lasted until October 1917

Forebears business Metzel contributed to the development of national advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intermediation creatives were created opening by professionals. Of dispatch, this affects the je sais quoi of advertising in the cleave to and, consequently, on its effectiveness. On the other hand, to Metzel Russian tightly has not yet received such proceeds, and, as a ruling, there was the money from subscriptions. With regard to the provinces, the occupation Metzel with dispatch revives dealings in the outside corners of the wilderness, which, in shift, non-natural the Russian economy as a whole.

Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising province: “Every fabricator of a product may be, or sells it have to, if he wants to increase its sales and resort to newspaper advertisements, it would be finicky now to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is qualified to give, desire without exception benefit and the amount used up on publishing, forever break apart back in abundance. The company will gain superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - die of the agency inside workplace ad

If the Principal Service committee “worked, mostly, the placement, the” Russian Joint Progenitor Concern offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried out the transformation into other languages (A skimpy pourboire here. The peculiar businesses recognize the buy more intelligent and by the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Ennepetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the circular that advertises the guests Metzel promptly appealed to entrepreneurs: “You are doomed via a mob of distinct details, so that you may not make happen the intended even-handed - to develop their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you order achieve the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and inductive content.”

The famous adjectival phrase “advertising - the apparatus of shoppers” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the executive top banana of the partnership VA Polyakov.