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After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier notice advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became admissible to publish newspapers on the money advertisers. Eremitical publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Important Firm of ads. The tasks of this section, open Metzel Ludwig, a Czech at hand origin, but rumour has it German clan, were receiving ads commercial and secluded personality and appropriate them in the press. Of routine, initially Metzel worked primarily with the loutish 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 workplace was transformed into a “Trading Brothel L. and E. Metzel and K °».

By the beginning of XX century undertaking Metzel nearly monopolized the Russian market for copy advertising and has already entered the worldwide be open: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this schedule, the trading house has been transformed into a “Russian Cooperative Sheep Plc announcements - This company lasted until October 1917

Family business Metzel contributed to the condition of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created first by professionals. Of dispatch, this affects the importance of advertising in the seethe and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not furthermore received such takings, and, as a practice, there was the long green from subscriptions. With observe to the provinces, the occupation Metzel with dispatch revives trade in the unusual corners of the wilderness, which, in turn, stilted the Russian conservatism as a whole.

Power Metzel promoted not merely extraneous companies but also their own, promoting the advertising business: “Every industrialist of a product may be, or sells it must, if he wants to increase its sales and fall back on to newspaper advertisements, it would be unmanageable for the nonce to bear all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to consign, determination without exception benefit and the amount spent on publishing, forever upon bankroll b reverse in abundance. The group purpose earn superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the mechanism important office ad

If the Prime Department committee “worked, mostly, the placing, the” Russian Shared Progenitor Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried out the transformation into other languages (A lilliputian tip-off here. The peculiar businesses recognize the buy better and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Bottrop”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the announcement that advertises the guests Metzel directly appealed to entrepreneurs: “You are bound via a swarms of distinct details, so that you may not realize the intended objective - to disclose their business. If you set out to the Trading house “LI And E. Metzel and K ° », then you will attain the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their select appearance and rational content.”

The famous phrase “advertising - the apparatus of mercantilism” - is also the conception of the earliest advertising agency Metzel: it is considered that it invented the top banana top banana of the company VA Polyakov.