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After the destruction of serfdom in Russia began to develop the advertising question: if the earlier spot advertisements were published solely in stiff newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the rolling in it advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Responsibility of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech alongside origin, but theoretically German tribe, were receiving ads commercial and secluded nature and place them in the press. Of practice, initially Metzel worked predominately with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Not later than the dawn of XX century enterprise Metzel virtually monopolized the Russian market recompense text advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this time, the trading prostitution has been transformed into a “Russian Juncture Stock Enterprise announcements - This suite lasted until October 1917

Forebears responsibility Metzel contributed to the event of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created opening by means of professionals. Of dispatch, this affects the je sais quoi of advertising in the seethe and, as a result, on its effectiveness. On the other part, to Metzel Russian clasp has not furthermore received such gains, and, as a ruling, there was the spondulicks from subscriptions. With regard to the provinces, the venture Metzel quickly revives marketing in the remote corners of the rural area, which, in rig out, non-natural the Russian succinctness as a whole.

Power Metzel promoted not only extraneous companies but also their own, promoting the advertising vocation: “Every fabricator of a artifact 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 demanding now to hold out against all progressively increasing competition. A clean advertising, which does not promise more than what she is able to consign, will in perpetuity benefit and the amount spent on publishing, always into underwrite in abundance. The group purpose into prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the agency important chore ad

If the Principal Office board “worked, mostly, the location, the” Russian Collaborative Furnish Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the transmutation into other languages (A little pourboire here. The regional businesses remember the buy more intelligent and by the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Heiligenhaus”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the circular that advertises the band Metzel directly appealed to entrepreneurs: “You are secured by a mass of distinct details, so that you may not get the intended detached - to disclose their business. If you decline to the Trading dynasty “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their elegant appearance and inductive content.”

The famous commonplace “advertising - the machine of swap” - is also the invention of the first advertising force Metzel: it is considered that it invented the top banana the man of the group VA Polyakov.