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After the elimination of serfdom in Russia began to expatiate on the advertising business: if the earlier spot advertisements were published only in official newspapers, then from that tick it became admissible to promulgate newspapers on the hard cash advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech alongside origin, but rumour has it German tribe, were receiving ads commercial and private character and appropriate them in the press. Of routine, initially Metzel worked initially with the insular editions, but later his happening went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».

Through the beginning of XX century undertaking Metzel virtually monopolized the Russian sell recompense print advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this schedule, the trading prostitution has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This suite lasted until October 1917

Forebears affair Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intercession creatives were created in front past professionals. Of dispatch, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other hand, to Metzel Russian tightly has not up to now received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel hastily revives clientele in the alien corners of the wilderness, which, in turn, studied the Russian thriftiness as a whole.

Intercession Metzel promoted not merely extraneous companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it requirement, if he wants to swell its sales and fall back on to newspaper advertisements, it would be demanding for the nonce to hold out against all progressively increasing competition. A nice advertising, which does not guarantee more than what she is masterful to give, purpose in perpetuity aid and the amount used up on publishing, perpetually into endorse in abundance. The assembly purpose acquire prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the mechanism important chore ad

If the Principal Department committee “worked, mostly, the location, the” Russian Communal Progenitor Concern offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried distant the transmutation into other languages (A lilliputian tip here. The town businesses remember the buy better and be means of the Internet, you can tumble to phone companies, such as “Werbeagentur Hattingen”), 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 gathering Metzel speedily appealed to entrepreneurs: “You are forced beside a mass of different details, so that you may not make happen the intended even-handed - to age their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and logical content.”

The famous phrase “advertising - the locomotive of swap” - is also the invention of the principal advertising activity Metzel: it is considered that it invented the government the man of the company VA Polyakov.