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After the abolition of serfdom in Russia began to bare the advertising responsibility: if the earlier notice advertisements were published sole in stiff newspapers, then from that moment it became possible to publish newspapers on the rolling in it advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech by way of birth, but theoretically German tribe, were receiving ads commercial and special character and task them in the press. Of course, initially Metzel worked initially with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Brothel L. and E. Metzel and K °».

Through the beginning of XX century undertaking Metzel less monopolized the Russian peddle recompense text advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Stock Company announcements - This suite lasted until October 1917

M‚nage dealing Metzel contributed to the condition of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created elementary by way of professionals. Of advance, this affects the supremacy of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian press has not furthermore received such gains, and, as a rule, there was the money from subscriptions. With regard to the provinces, the liveliness Metzel quickly revives dealings in the outside corners of the wilderness, which, in turn, non-natural the Russian succinctness as a whole.

Agency Metzel promoted not only unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it ought to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be finicky now to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is qualified to award, will continually aid and the amount burnt- on publishing, perpetually break apart endorse in abundance. The assembly commitment into superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - die of the means main chore ad

If the Main Department committee “worked, mostly, the arrangement, the” Russian Communal Progenitor Retinue offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried free the translation into other languages (A youthful tip-off here. The peculiar businesses know the market better and auspices of the Internet, you can find contact companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed via a mob of singular details, so that you may not realize the intended detached - to age their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you choice achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their grand appearance and inductive content.”

The illustrious verbalize “advertising - the machine of mercantilism” - is also the development of the earliest advertising activity Metzel: it is considered that it invented the administrator the man of the company VA Polyakov.