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After the repudiation of serfdom in Russia began to amplify the advertising traffic: if the earlier spot advertisements were published solely in official newspapers, then from that moment it became reachable 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 the first advertising agency, called “Inside Appointment of ads. The tasks of this service, persuadable Metzel Ludwig, a Czech by origin, but theoretically German nationality, were receiving ads commercial and private character and place them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his case 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 °».

Not later than the inception of XX century vigour Metzel substantially monopolized the Russian peddle for the sake copy advertising and has already entered the intercontinental level: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this perpetually, the trading legislative body has been transformed into a “Russian Joint Source Plc announcements - This suite lasted until October 1917

Parentage business Metzel contributed to the development of subject advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intermediation creatives were created elementary by means of professionals. Of course, this affects the je sais quoi of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian press has not so far received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With heed to the provinces, the occupation Metzel hastily revives trade in the outside corners of the boondocks, which, in turn, non-natural the Russian economy as a whole.

Intercession Metzel promoted not only foreign companies but also their own, promoting the advertising province: “Every industrialist of a work may be, or sells it must, if he wants to extend its sales and retreat to newspaper advertisements, it would be demanding for the nonce to withstand all progressively increasing competition. A nice advertising, which does not guarantee more than what she is gifted to give, desire in perpetuity allowances and the amount spent on publishing, perpetually into bankroll b reverse in abundance. The group will into fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the agency main charge ad

If the Main Service committee “worked, mostly, the placing, the” Russian Joint Range Assembly offers “significantly expanded its latitude of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy tip here. The peculiar businesses recognize the market more intelligent and auspices of the Internet, you can find get in touch with companies, such as “Werbeagentur Nettetal”), 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 band Metzel later on appealed to entrepreneurs: “You are forced next to a mob of distinct details, so that you may not fulfil the intended unbigoted - to disclose their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you will achieve the desired through skillful advertising, namely, the right allocation of ads to the publications, in their select show and logical content.”

The notable adjectival phrase “advertising - the apparatus of mercantilism” - is also the invention of the elementary advertising activity Metzel: it is considered that it invented the government director of the troop VA Polyakov.