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After the destruction of serfdom in Russia began to bare the advertising traffic: if the earlier spot advertisements were published only in official newspapers, then from that twinkling of an eye it became admissible to spread about newspapers on the hard cash advertisers. Eremitical publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Office of ads. The tasks of this office, debatable Metzel Ludwig, a Czech at hand confinement, but rumour has it German tribe, were receiving ads commercial and non-public constitution and place them in the press. Of headway, initially Metzel worked predominately with the loutish editions, but later his case went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».

Through the source of XX century enterprise Metzel less monopolized the Russian sell for print advertising and has already entered the worldwide au fait with: Branch agencies existed in Warsaw, Berlin, Paris, Different York, etc. Past this time, the trading legislative body has been transformed into a “Russian Collective Breeding Company announcements - This suite lasted until October 1917

Parentage business Metzel contributed to the event of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created first by 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 take in one’s arms has not so far received such income, and, as a practice, there was the money from subscriptions. With heed to the provinces, the activity Metzel with dispatch revives clientele in the outside corners of the wilderness, which, in rig out, studied the Russian thriftiness as a whole.

Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising business: “Every producer of a work may be, or sells it ought to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be demanding now to withstand all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to award, desire continually extras and the amount used up on publishing, perpetually come endorse in abundance. The group liking acquire prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - founder of the agency central chore ad

If the Central Office lodge “worked, mostly, the location, the” Russian Collaborative Range Retinue offers “significantly expanded its gamut of services: the employees of the company is advertising texts, developed slogans, carried free the dispatch into other languages (A little tip-off here. The local businesses differentiate the buy better and be means of the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Dinslaken”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Text on the circular that advertises the band Metzel later on appealed to entrepreneurs: “You are forced by a mass of singular details, so that you may not fulfil the intended detached - to originate their business. If you go to the Trading house “LI And E. Metzel and K ° », then you will achieve the desired throughout skillful advertising, namely, the normal allocation of ads to the publications, in their elegant advent and inductive content.”

The famous phrase “advertising - the machine of trade” - is also the invention of the elementary advertising force Metzel: it is considered that it invented the top banana the man of the group VA Polyakov.