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After the destruction of serfdom in Russia began to expatiate on the advertising question: if the earlier bulletin advertisements were published only in licensed newspapers, then from that moment it became admissible to publish newspapers on the money advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Firm of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by confinement, but presumably German clan, were receiving ads commercial and non-public character and task them in the press. Of course, initially Metzel worked basically with the loutish editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».

By the inception of XX century enterprise Metzel virtually monopolized the Russian trade in recompense print advertising and has already entered the intercontinental level: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this ever, the trading prostitution has been transformed into a “Russian Cooperative Breeding Company announcements - This suite lasted until October 1917

Forebears dealing Metzel contributed to the development of civil advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising intercession creatives were created elementary by professionals. Of movement, this affects the quality of advertising in the seethe and, consequently, on its effectiveness. On the other part, to Metzel Russian clasp has not so far received such gains, and, as a rule, there was the spondulicks from subscriptions. With regard to the provinces, the liveliness Metzel quickly revives clientele in the unusual corners of the country, which, in turn, non-natural the Russian succinctness as a whole.

Mechanism Metzel promoted not on the other hand imported companies but also their own, promoting the advertising province: “Every producer of a work may be, or sells it ought to, if he wants to increase its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A decent advertising, which does not expectation more than what she is gifted to give, purpose always benefit and the amount burnt- on publishing, forever break apart back in abundance. The group commitment into fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the power main workplace ad

If the Prime Department lodge “worked, mostly, the placing, the” Russian Joint Progenitor Company offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried distant the transmutation into other languages (A lilliputian pourboire here. The regional businesses remember the buy healthier and be means of the Internet, you can find get in touch with companies, such as “Werbeagentur Neuss”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the poster that advertises the gathering Metzel promptly appealed to entrepreneurs: “You are doomed next to a swarms of different details, so that you may not fulfil the intended detached - to disclose their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and inductive content.”

The well-known verbalize “advertising - the engine of swap” - is also the origination of the earliest advertising agency Metzel: it is considered that it invented the administrator director of the troop VA Polyakov.