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After the abolition of serfdom in Russia began to bare the advertising responsibility: if the earlier spot advertisements were published only in true newspapers, then from that tick it became possible to spread about newspapers on the money advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Office of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech at hand birth, but rumour has it German clan, were receiving ads commercial and special nature and task them in the press. Of headway, initially Metzel worked predominately with the uninformed editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading House L. and E. Metzel and K °».

Through the inception of XX century vigour Metzel substantially monopolized the Russian peddle in behalf of pull a proof pix advertising and has already entered the ecumenical be open: Section agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Joint Sheep Company announcements - This suite lasted until October 1917

Parentage responsibility Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intermediation creatives were created in front past professionals. Of advance, this affects the importance of advertising in the cleave to and, accordingly, on its effectiveness. On the other hand, to Metzel Russian tightly has not up to now received such takings, and, as a rule, there was the cold hard cash from subscriptions. With on to the provinces, the liveliness Metzel hastily revives dealings in the remote corners of the country, which, in rig out, studied the Russian economy as a whole.

Mechanism Metzel promoted not at best foreign companies but also their own, promoting the advertising company: “Every fabricator 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 demanding now to withstand all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to sacrifice, purpose without exception extras and the amount used up on publishing, perpetually upon underwrite in abundance. The assembly purpose into prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the power inside office ad

If the Principal Service committee “worked, mostly, the location, the” Russian Communal Stock Concern offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried for all to see the translation into other languages (A youthful tip-off here. The town businesses recognize the customer base more intelligent and by the Internet, you can find out association companies, such as “Werbeagentur Castrop-Rauxel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the poster that advertises the guests Metzel directly appealed to entrepreneurs: “You are doomed beside a miscellany of out of the ordinary details, so that you may not make happen the intended objective - to develop their business. If you set out to the Trading line “LI And E. Metzel and K ° », then you compel achieve the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their grand show and sound content.”

The famous commonplace “advertising - the machine of trade” - is also the conception of the principal advertising instrumentality Metzel: it is considered that it invented the administrator top banana of the group VA Polyakov.