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After the repudiation of serfdom in Russia began to develop the advertising traffic: if the earlier announcement advertisements were published only in official newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the scratch advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Firm of ads. The tasks of this office, open Metzel Ludwig, a Czech alongside confinement, but presumably German clan, were receiving ads commercial and non-public nature and place them in the press. Of practice, 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 trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Nigh the source of XX century enterprise Metzel less monopolized the Russian peddle recompense copy advertising and has already entered the international au fait with: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Joint Breeding Enterprise announcements - This fellowship lasted until October 1917

Family dealing Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising agency creatives were created opening by professionals. Of dispatch, this affects the je sais quoi of advertising in the seethe and, consequently, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such income, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel with dispatch revives trade in the unusual corners of the country, which, in rig out, non-natural the Russian thriftiness as a whole.

Agency Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising company: “Every fabricator of a product may be, or sells it requirement, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be finicky for the nonce to suffer all progressively increasing competition. A clean advertising, which does not guarantee more than what she is gifted to sacrifice, determination always extras and the amount consumed on publishing, always into bankroll b reverse in abundance. The company will into stardom, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the mechanism main chore ad

If the Principal Department lodge “worked, mostly, the placing, the” Russian Joint Progenitor Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful pourboire here. The local businesses differentiate the buy healthier and auspices of the Internet, you can find out phone companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are doomed by a swarms of different details, so that you may not make happen the intended unbigoted - to age their business. If you go to the Trading dynasty “LI And E. Metzel and K ° », then you order achieve the desired by way of skillful advertising, namely, the right allocation of ads to the publications, in their delicate show and inductive content.”

The well-known adjectival phrase “advertising - the machine of trade” - is also the origination of the earliest advertising activity Metzel: it is considered that it invented the executive director of the partnership VA Polyakov.