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After the repudiation of serfdom in Russia began to expatiate on the advertising business: if the earlier announcement advertisements were published sole in official newspapers, then from that moment it became possible to publish newspapers on the hard cash advertisers. Off the record publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Office of ads. The tasks of this service, debatable Metzel Ludwig, a Czech alongside origin, but theoretically German tribe, were receiving ads commercial and special nature and task them in the press. Of routine, initially Metzel worked basically with the loutish editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».

Nigh the beginning of XX century undertaking Metzel less monopolized the Russian sell for the sake print advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this schedule, the trading house has been transformed into a “Russian Joint Stock Companionship announcements - This suite lasted until October 1917

Forebears dealing Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of course, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other conspiringly, to Metzel Russian press has not yet received such proceeds, and, as a for the most part, there was the spondulicks from subscriptions. With heed to the provinces, the liveliness Metzel hastily revives dealings in the alien corners of the country, which, in rig out, affected the Russian economy as a whole.

Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising company: “Every industrialist of a consequence may be, or sells it requirement, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be demanding sometimes to hold out against all progressively increasing competition. A clean advertising, which does not expectation more than what she is masterful to sacrifice, determination always benefit and the amount burnt- on publishing, forever into underwrite in abundance. The group liking into stardom, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the agency main workplace ad

If the Main Section lodge “worked, mostly, the location, the” Russian Joint Range Concern offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transformation into other languages (A youthful forecast here. The town businesses remember the buy more intelligent and by the Internet, you can find out association companies, such as “Werbeagentur Schwelm”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the guests Metzel later on appealed to entrepreneurs: “You are doomed beside a mob of singular details, so that you may not realize the intended even-handed - to originate their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you order fulfil the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate show and sound content.”

The famous adjectival phrase “advertising - the machine of trade” - is also the origination of the elementary advertising force Metzel: it is considered that it invented the executive overseer of the troop VA Polyakov.