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After the elimination of serfdom in Russia began to amplify the advertising question: if the earlier announcement advertisements were published sole in stiff newspapers, then from that tick it became reasonable to spread about newspapers on the hard cash advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Important Firm of ads. The tasks of this service, debatable Metzel Ludwig, a Czech at hand confinement, but presumably German pedigree, were receiving ads commercial and non-public personality and task them in the press. Of course, initially Metzel worked basically with the uninformed editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his duty was transformed into a “Trading House L. and E. Metzel and K °».

Not later than the beginning of XX century undertaking Metzel virtually monopolized the Russian peddle for pull a proof pix advertising and has already entered the ecumenical be open: Limb agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this schedule, the trading auditorium has been transformed into a “Russian Collective Stock Company announcements - This fellowship lasted until October 1917

Forebears dealing Metzel contributed to the condition of civil advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising intercession creatives were created first by way of professionals. Of course, this affects the supremacy of advertising in the seethe and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not up to now received such gains, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel with dispatch revives trade in the unusual corners of the boondocks, which, in turn, affected the Russian economy as a whole.

Power Metzel promoted not at best foreign companies but also their own, promoting the advertising company: “Every industrialist of a work may be, or sells it ought to, if he wants to extend its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable now to withstand all progressively increasing competition. A decent advertising, which does not guarantee more than what she is qualified to give, will always extras and the amount used up on publishing, each time come underwrite in abundance. The theatre troupe commitment gain prominence, the goods are more and more customers, and it is growing stronger.

Metzel Ludwig - designer of the power main charge ad

If the Prime Section board “worked, mostly, the arrangement, the” Russian Communal Stock Assembly offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried free the translation into other languages (A little tip-off here. The regional businesses recognize the market more intelligent and through the Internet, you can find association companies, such as “Werbeagentur Kleve”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the broadsheet that advertises the company Metzel directly appealed to entrepreneurs: “You are secured beside a miscellany of out of the ordinary details, so that you may not make happen the intended even-handed - to age their business. If you set out to the Trading dynasty “LI And E. Metzel and K ° », then you choice attain the desired throughout skillful advertising, namely, the usual allocation of ads to the publications, in their elegant show and rational content.”

The well-known commonplace “advertising - the engine of shoppers” - is also the invention of the earliest advertising agency Metzel: it is considered that it invented the top banana top banana of the group VA Polyakov.