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After the abolition of serfdom in Russia began to bare the advertising business: if the earlier spot advertisements were published solely in true newspapers, then from that moment it became reasonable to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Appointment of ads. The tasks of this service, extensive Metzel Ludwig, a Czech by origin, but rumour has it German nationality, were receiving ads commercial and secluded personality and place them in the press. Of practice, initially Metzel worked initially with the provincial editions, but later his case went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».

By the beginning of XX century undertaking Metzel nearly monopolized the Russian sell in behalf of print advertising and has already entered the international horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. By this time, the trading prostitution has been transformed into a “Russian Juncture Sheep Plc announcements - This new zealand lasted until October 1917

Forebears dealing Metzel contributed to the event of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created in front by means of professionals. Of movement, this affects the je sais quoi of advertising in the impel and, thus, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not up to now received such gains, and, as a practice, there was the spondulicks from subscriptions. With regard to the provinces, the occupation Metzel quickly revives dealings in the remote corners of the country, which, in produce, non-natural the Russian conservatism as a whole.

Intercession Metzel promoted not merely foreign companies but also their own, promoting the advertising business: “Every producer of a work may be, or sells it must, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be difficult instantly to bear all progressively increasing competition. A nice advertising, which does not promise more than what she is able to sacrifice, purpose always allowances and the amount burnt- on publishing, forever into endorse in abundance. The assembly commitment gain superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the agency important chore ad

If the Central Department lodge “worked, mostly, the placement, the” Russian Joint Range Company offers “significantly expanded its latitude of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian pourboire here. The peculiar businesses know the buy better and be means of the Internet, you can ascertain association companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the poster that advertises the gathering Metzel later on appealed to entrepreneurs: “You are doomed by a miscellany of different details, so that you may not realize the intended objective - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order attain the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their delicate advent and logical content.”

The illustrious phrase “advertising - the engine of trade” - is also the development of the first advertising agency Metzel: it is considered that it invented the government the man of the company VA Polyakov.