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After the destruction of serfdom in Russia began to bare the advertising business: if the earlier bulletin advertisements were published sole in official newspapers, then from that tick it became admissible to advertise newspapers on the scratch advertisers. Off the record publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Office of ads. The tasks of this responsibility, debatable Metzel Ludwig, a Czech at hand origin, but supposedly German clan, were receiving ads commercial and private nature and appropriate them in the press. Of practice, initially Metzel worked basically with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».

By the beginning of XX century daring Metzel less monopolized the Russian trade in for the sake text advertising and has already entered the intercontinental be open: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. By this perpetually, the trading legislative body has been transformed into a “Russian Juncture Sheep Enterprise announcements - This fellowship lasted until October 1917

M‚nage responsibility Metzel contributed to the development of governmental advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created first by way of professionals. Of course, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian press has not up to now received such gains, and, as a for the most part, there was the long green from subscriptions. With on to the provinces, the venture Metzel hastily revives dealings in the outside corners of the rural area, which, in turn, stilted the Russian succinctness as a whole.

Power Metzel promoted not at best foreign companies but also their own, promoting the advertising business: “Every industrialist of a product may be, or sells it requirement, if he wants to increase its sales and resort to newspaper advertisements, it would be demanding instantly to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is qualified to award, will always benefit and the amount spent on publishing, each time upon back in abundance. The assembly will into fame, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the power main office ad

If the Main Office board “worked, mostly, the placement, the” Russian Collaborative Furnish Assembly offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful tip-off here. The regional businesses know the market better and by the Internet, you can find out contact companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the band Metzel directly appealed to entrepreneurs: “You are forced by a swarms of different details, so that you may not get the intended even-handed - to develop their business. If you give out to the Trading descendants “LI And E. Metzel and K ° », then you order achieve the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their grand advent and sound content.”

The notable verbalize “advertising - the engine of shoppers” - is also the development of the first advertising activity Metzel: it is considered that it invented the administrator overseer of the group VA Polyakov.