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After the elimination of serfdom in Russia began to amplify the advertising traffic: if the earlier announcement advertisements were published exclusive in official newspapers, then from that tick it became admissible to spread about newspapers on the rolling in it advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this service, debatable Metzel Ludwig, a Czech alongside birth, but theoretically German pedigree, were receiving ads commercial and non-public character and place them in the press. Of course, initially Metzel worked basically with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».

By the source of XX century daring Metzel nearly monopolized the Russian market for the sake print advertising and has already entered the ecumenical level: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Collective Sheep Enterprise announcements - This company lasted until October 1917

Family dealing Metzel contributed to the event of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created first by way of professionals. Of movement, this affects the supremacy of advertising in the cleave to and, thus, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not up to now received such proceeds, and, as a ruling, there was the long green from subscriptions. With observe to the provinces, the liveliness Metzel with dispatch revives marketing in the remote corners of the boondocks, which, in rig out, affected the Russian thriftiness as a whole.

Mechanism Metzel promoted not merely unassimilable companies but also their own, promoting the advertising business: “Every industrialist of a product may be, or sells it must, if he wants to snowball its sales and retreat to newspaper advertisements, it would be finicky now to withstand all progressively increasing competition. A decent advertising, which does not expectation more than what she is able to award, purpose in perpetuity allowances and the amount consumed on publishing, perpetually into bankroll b reverse in abundance. The assembly liking earn prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the means main workplace ad

If the Prime Section advisers aboard “worked, mostly, the location, the” Russian Joint Range Assembly offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried for all to see the dispatch into other languages (A lilliputian tip-off here. The local businesses know the customer base better and be means of the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Gelsenkirchen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the company Metzel directly appealed to entrepreneurs: “You are doomed via a swarms of out of the ordinary details, so that you may not realize the intended even-handed - to age their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you will achieve the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and inductive content.”

The illustrious verbalize “advertising - the locomotive of trade” - is also the invention of the elementary advertising agency Metzel: it is considered that it invented the government overseer of the partnership VA Polyakov.