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After the abolition of serfdom in Russia began to amplify the advertising traffic: if the earlier notice advertisements were published solely in official newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the scratch advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Important Firm of ads. The tasks of this office, extensive Metzel Ludwig, a Czech alongside origin, but supposedly German nationality, were receiving ads commercial and secluded character and standing them in the press. Of practice, initially Metzel worked primarily with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Not later than the inception of XX century daring Metzel virtually monopolized the Russian sell in behalf of print advertising and has already entered the international be open: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading house has been transformed into a “Russian Collective Breeding Companionship announcements - This fellowship lasted until October 1917

Parentage affair Metzel contributed to the condition of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by means of professionals. Of movement, this affects the importance of advertising in the impel and, as a result, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such takings, and, as a ruling, there was the long green from subscriptions. With on to the provinces, the venture Metzel very soon revives marketing in the alien corners of the boondocks, which, in turn, affected the Russian thriftiness as a whole.

Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising province: “Every manufacturer of a work may be, or sells it must, if he wants to extend its sales and resort to newspaper advertisements, it would be unmanageable for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not expectation more than what she is qualified to award, purpose without exception allowances and the amount burnt- on publishing, always into bankroll b reverse in abundance. The company liking gain prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the agency main charge ad

If the Central Section advisers aboard “worked, mostly, the arrangement, the” Russian Joint Range Company offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried for all to see the translation into other languages (A lilliputian tip here. The town businesses recognize the shop more intelligent and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Duesseldorf”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Verse on the announcement that advertises the band Metzel directly appealed to entrepreneurs: “You are doomed by a mass of distinct details, so that you may not get the intended unbigoted - to develop their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you compel win the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate advent and logical content.”

The illustrious adjectival phrase “advertising - the apparatus of swap” - is also the conception of the earliest advertising activity Metzel: it is considered that it invented the executive director of the troop VA Polyakov.