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After the destruction of serfdom in Russia began to develop the advertising business: if the earlier spot advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became possible to advertise newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Responsibility of ads. The tasks of this office, debatable Metzel Ludwig, a Czech alongside origin, but theoretically German pedigree, were receiving ads commercial and secluded constitution and task them in the press. Of practice, initially Metzel worked basically with the uninformed editions, but later his case went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Enterprise L. and E. Metzel and K °».

Nigh the dawn of XX century enterprise Metzel virtually monopolized the Russian market for the sake text advertising and has already entered the international level: Branch agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this schedule, the trading house has been transformed into a “Russian Cooperative Breeding Enterprise announcements - This company lasted until October 1917

Forebears business 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 elementary by means of professionals. Of dispatch, this affects the supremacy of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian clasp has not so far received such takings, and, as a rule, there was the long green from subscriptions. With heed to the provinces, the occupation Metzel with dispatch revives marketing in the unusual corners of the country, which, in shift, affected the Russian thriftiness as a whole.

Power Metzel promoted not merely foreign companies but also their own, promoting the advertising company: “Every manufacturer of a artifact may be, or sells it have to, if he wants to swell its sales and resort to newspaper advertisements, it would be finicky now to suffer all progressively increasing competition. A tasteful advertising, which does not promise more than what she is masterful to give, determination always aid and the amount used up on publishing, each time into back in abundance. The company commitment gain prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - establisher of the means important office ad

If the Main Office advisers aboard “worked, mostly, the placement, the” Russian Communal Furnish Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the translation into other languages (A youthful forecast here. The regional businesses know the market change one’s mind and through the Internet, you can tumble to phone companies, such as “Werbeagentur Remscheid”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the announcement that advertises the company Metzel directly appealed to entrepreneurs: “You are bound next to a miscellany of different details, so that you may not realize the intended detached - to develop their business. If you give out to the Trading house “LI And E. Metzel and K ° », then you compel win the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their delicate demeanour and logical content.”

The well-known adjectival phrase “advertising - the apparatus of mercantilism” - is also the invention of the first advertising agency Metzel: it is considered that it invented the executive the man of the partnership VA Polyakov.