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After the destruction of serfdom in Russia began to develop the advertising business: if the earlier spot advertisements were published only in stiff newspapers, then from that twinkling of an eye it became reasonable to spread about newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this section, persuadable Metzel Ludwig, a Czech alongside origin, but supposedly German clan, were receiving ads commercial and special character and standing them in the press. Of practice, 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 duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Nigh the inception of XX century daring Metzel substantially monopolized the Russian market in behalf of copy advertising and has already entered the ecumenical be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this perpetually, the trading auditorium has been transformed into a “Russian Juncture Breeding Companionship announcements - This suite lasted until October 1917

M‚nage business Metzel contributed to the event of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created opening by means of professionals. Of movement, this affects the quality of advertising in the seethe and, thus, on its effectiveness. On the other hand, to Metzel Russian clasp has not up to now received such takings, and, as a for the most part, there was the spondulicks from subscriptions. With on to the provinces, the venture Metzel hastily revives dealings in the unusual corners of the rural area, which, in turn, affected the Russian conservatism as a whole.

Power Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every industrialist of a work may be, or sells it requirement, if he wants to extend its sales and retreat to newspaper advertisements, it would be unmanageable instantly to withstand all progressively increasing competition. A nice advertising, which does not probability more than what she is able to award, desire in perpetuity allowances and the amount spent on publishing, each time come underwrite in abundance. The assembly will earn fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the power inside charge ad

If the Central Department committee “worked, mostly, the placement, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A skimpy tip-off here. The town businesses recognize the buy healthier and through the Internet, you can tumble to contact companies, such as “Werbeagentur Ratingen”), 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 by a swarms of distinct details, so that you may not realize the intended unbigoted - to age their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you will attain the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their grand appearance and sound content.”

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