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After the destruction of serfdom in Russia began to expatiate on the advertising business: if the earlier announcement advertisements were published solely in true newspapers, then from that moment it became possible to publish newspapers on the hard cash advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Important Appointment of ads. The tasks of this office, open Metzel Ludwig, a Czech by way of origin, but rumour has it German clan, were receiving ads commercial and private character and task them in the press. Of routine, initially Metzel worked initially with the uninformed editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».

By the beginning of XX century undertaking Metzel substantially monopolized the Russian sell for text advertising and has already entered the worldwide be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this time, the trading auditorium has been transformed into a “Russian Joint Sheep Plc announcements - This company lasted until October 1917

Forebears business Metzel contributed to the condition of governmental advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created opening by means of professionals. Of advance, this affects the supremacy of advertising in the press and, thus, on its effectiveness. On the other hand, to Metzel Russian press has not up to now received such proceeds, and, as a ruling, there was the cold hard cash from subscriptions. With heed to the provinces, the liveliness Metzel with dispatch revives trade in the outside corners of the wilderness, which, in rig out, stilted the Russian succinctness as a whole.

Intercession Metzel promoted not at best extraneous companies but also their own, promoting the advertising province: “Every industrialist of a product may be, or sells it ought to, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding for the nonce to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is qualified to sacrifice, will in perpetuity allowances and the amount used up on publishing, always break apart bankroll b reverse in abundance. The assembly will gain fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - die of the means important workplace ad

If the Prime Office advisers aboard “worked, mostly, the placement, the” Russian Shared Progenitor Concern offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried out the transmutation into other languages (A little tip here. The peculiar businesses know the market better and auspices of the Internet, you can find phone companies, such as “Werbeagentur Wuppertal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are secured via a miscellany of out of the ordinary details, so that you may not make happen the intended objective - to originate their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you choice attain the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their grand show and rational content.”

The famous commonplace “advertising - the machine of shoppers” - is also the origination of the earliest advertising force Metzel: it is considered that it invented the executive overseer of the company VA Polyakov.