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After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published solely in true newspapers, then from that tick it became reachable to promulgate newspapers on the money advertisers. Private publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Office of ads. The tasks of this section, extensive Metzel Ludwig, a Czech by birth, but theoretically German nationality, were receiving ads commercial and special personality and place them in the press. Of routine, initially Metzel worked predominately with the provincial editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Not later than the inception of XX century enterprise Metzel virtually monopolized the Russian sell for the sake print advertising and has already entered the international level: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this schedule, the trading legislative body has been transformed into a “Russian Joint Source Enterprise announcements - This new zealand lasted until October 1917

Family affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created elementary past professionals. Of course, this affects the supremacy of advertising in the press and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not yet received such takings, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the venture Metzel very soon revives clientele in the alien corners of the wilderness, which, in shift, studied the Russian thriftiness as a whole.

Intercession Metzel promoted not merely unassimilable companies but also their own, promoting the advertising company: “Every fabricator of a work may be, or sells it requirement, if he wants to extend its sales and fall back on to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A decent advertising, which does not guarantee more than what she is masterful to award, will continually aid and the amount spent on publishing, perpetually into endorse in abundance. The company will acquire prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the mechanism important chore ad

If the Central Office committee “worked, mostly, the arrangement, the” Russian Communal Progenitor Retinue offers “significantly expanded its gamut of services: the employees of the body is advertising texts, developed slogans, carried free the translation into other languages (A skimpy tip here. The peculiar businesses remember the buy better and auspices of the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Hilden”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Primer on the announcement that advertises the company Metzel promptly appealed to entrepreneurs: “You are bound next to a swarms of out of the ordinary details, so that you may not get the intended objective - to disclose their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you order attain the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and rational content.”

The illustrious adjectival phrase “advertising - the locomotive of swap” - is also the invention of the elementary advertising agency Metzel: it is considered that it invented the executive overseer of the group VA Polyakov.