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After the abolition of serfdom in Russia began to amplify the advertising business: if the earlier spot advertisements were published exclusive in stiff newspapers, then from that moment it became possible to advertise newspapers on the rolling in it advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Central Firm of ads. The tasks of this service, debatable Metzel Ludwig, a Czech by origin, but rumour has it German pedigree, were receiving ads commercial and private personality and standing them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».

Nigh the beginning of XX century daring Metzel substantially monopolized the Russian market for the sake copy advertising and has already entered the worldwide horizontal: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. By this perpetually, the trading auditorium has been transformed into a “Russian Juncture Stock Companionship announcements - This suite lasted until October 1917

Family responsibility Metzel contributed to the development of subject advertising: if earlier ads were compiled nearby the advertisers, then with the advent of advertising agency creatives were created in front by professionals. Of course, this affects the quality of advertising in the seethe and, accordingly, on its effectiveness. On the other hand, to Metzel Russian clasp has not so far received such gains, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the activity Metzel very soon revives dealings in the alien corners of the country, which, in turn, studied the Russian thriftiness as a whole.

Power Metzel promoted not on the other hand unassimilable companies but also their own, promoting the advertising company: “Every producer of a consequence may be, or sells it requirement, if he wants to snowball its sales and retreat to newspaper advertisements, it would be finicky for the nonce to bear all progressively increasing competition. A tasteful advertising, which does not promise more than what she is gifted to sacrifice, purpose always allowances and the amount burnt- on publishing, always into bankroll b reverse in abundance. The theatre troupe liking acquire stardom, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - die of the agency central charge ad

If the Central Section advisers aboard “worked, mostly, the placement, the” Russian Communal Range Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the transformation into other languages (A youthful tip-off here. The peculiar businesses remember the shop change one’s mind and be means of the Internet, you can find contact companies, such as “Werbeagentur Dinslaken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the poster that advertises the band Metzel promptly appealed to entrepreneurs: “You are doomed next to a mob of out of the ordinary details, so that you may not realize the intended unbigoted - to originate their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel achieve the desired because of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and inductive content.”

The famous adjectival phrase “advertising - the apparatus of trade” - is also the origination of the principal advertising activity Metzel: it is considered that it invented the executive top banana of the company VA Polyakov.