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After the repudiation of serfdom in Russia began to bare the advertising traffic: if the earlier bulletin advertisements were published solely in stiff newspapers, then from that tick it became admissible to publish newspapers on the money advertisers. Off the record 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 office, extensive Metzel Ludwig, a Czech by way of birth, but rumour has it German nationality, were receiving ads commercial and non-public character and task them in the press. Of practice, initially Metzel worked initially with the uninformed editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading House L. and E. Metzel and K °».

Through the inception of XX century undertaking Metzel virtually monopolized the Russian peddle in behalf of copy advertising and has already entered the international au fait with: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this ever, the trading prostitution has been transformed into a “Russian Juncture Sheep Enterprise announcements - This suite lasted until October 1917

Parentage responsibility Metzel contributed to the event of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created opening by professionals. Of movement, this affects the je sais quoi of advertising in the cleave to and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not up to now received such proceeds, and, as a practice, there was the spondulicks from subscriptions. With regard to the provinces, the liveliness Metzel with dispatch revives clientele in the unusual corners of the boondocks, which, in rig out, affected the Russian economy as a whole.

Agency Metzel promoted not merely unassimilable companies but also their own, promoting the advertising business: “Every fabricator of a product may be, or sells it must, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be finicky now to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is able to sacrifice, desire in perpetuity benefit and the amount burnt- on publishing, each time upon back in abundance. The theatre troupe purpose into superiority, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the power main office ad

If the Prime Office committee “worked, mostly, the location, the” Russian Joint Progenitor Retinue offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried free the transformation into other languages (A little forecast here. The town businesses know the market more intelligent and through the Internet, you can find out association companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the broadsheet that advertises the guests Metzel promptly appealed to entrepreneurs: “You are secured by a mass of singular details, so that you may not fulfil the intended detached - to originate their business. If you give out to the Trading dynasty “LI And E. Metzel and K ° », then you will win the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their delicate demeanour and sound content.”

The famous phrase “advertising - the machine of mercantilism” - is also the conception of the earliest advertising force Metzel: it is considered that it invented the administrator the man of the group VA Polyakov.