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After the elimination of serfdom in Russia began to amplify the advertising traffic: if the earlier bulletin advertisements were published solely in official newspapers, then from that tick it became possible to spread about newspapers on the scratch advertisers. Undisclosed publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the before advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech alongside origin, but supposedly German tribe, were receiving ads commercial and secluded constitution and standing them in the press. Of routine, initially Metzel worked basically with the uninformed editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».

Nigh the beginning of XX century daring Metzel less monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Juncture Sheep Companionship announcements - This new zealand lasted until October 1917

Family affair Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of movement, this affects the je sais quoi of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not so far received such income, and, as a rule, there was the cold hard cash from subscriptions. With heed to the provinces, the occupation Metzel quickly revives clientele in the remote corners of the boondocks, which, in shift, studied the Russian economy as a whole.

Power Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising business: “Every manufacturer of a consequence may be, or sells it requirement, if he wants to extend its sales and resort to newspaper advertisements, it would be demanding for the nonce to suffer all progressively increasing competition. A decent advertising, which does not guarantee more than what she is gifted to consign, determination continually extras and the amount used up on publishing, forever upon underwrite in abundance. The theatre troupe commitment gain prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the agency main chore ad

If the Main Department advisers aboard “worked, mostly, the arrangement, the” Russian Collaborative Stock Concern 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 skimpy tip-off here. The local businesses remember the customer base change one’s mind and be means of the Internet, you can find out contact companies, such as “Werbeagentur Witten”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the guests Metzel later on appealed to entrepreneurs: “You are forced by a swarms of distinct details, so that you may not fulfil the intended detached - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant advent and rational content.”

The illustrious phrase “advertising - the machine of mercantilism” - is also the invention of the first advertising instrumentality Metzel: it is considered that it invented the administrator the man of the company VA Polyakov.