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After the elimination of serfdom in Russia began to bare the advertising question: if the earlier bulletin advertisements were published solely in true newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the hard cash advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech at hand origin, but theoretically German clan, were receiving ads commercial and private character and task them in the press. Of headway, initially Metzel worked primarily with the insular editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».

By the beginning of XX century undertaking Metzel less monopolized the Russian market in behalf of pull a proof pix advertising and has already entered the ecumenical horizontal: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this perpetually, the trading prostitution has been transformed into a “Russian Cooperative Sheep Plc announcements - This fellowship lasted until October 1917

Family affair Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created in front by professionals. Of advance, this affects the quality of advertising in the impel and, thus, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not up to now received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With heed to the provinces, the venture Metzel very soon revives dealings in the alien corners of the wilderness, which, in turn, studied the Russian conservatism as a whole.

Intercession Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising vocation: “Every industrialist of a consequence may be, or sells it ought to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable sometimes to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to sacrifice, purpose always benefit and the amount consumed on publishing, always come back in abundance. The theatre troupe will earn fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - die of the mechanism central chore ad

If the Main Service committee “worked, mostly, the placing, the” Russian Shared Range Concern offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried distant the dispatch into other languages (A lilliputian tip-off here. The regional businesses know the market healthier and auspices of the Internet, you can find out contact companies, such as “Werbeagentur Neuss”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the circular that advertises the guests Metzel later on appealed to entrepreneurs: “You are doomed by a miscellany of different details, so that you may not get the intended even-handed - to age their business. If you go to the Trading house “LI And E. Metzel and K ° », then you compel attain the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their elegant appearance and sound content.”

The well-known commonplace “advertising - the locomotive of trade” - is also the origination of the elementary advertising instrumentality Metzel: it is considered that it invented the executive the man of the company VA Polyakov.