ADVERTISING DAIRY PRODUCTS 283 



oped rapidly by advertising. Through advertising, a business 

 may be made familiar to the trade or to consumers in months 

 where otherwise it might take years. If the good points of a 

 creamery business, its fair dealing and the excellence of its but- 

 ter, cheese, or ice cream are again and again put before buyers 

 in an interesting, skillful way, they will soon come to believe 

 what they read and. the result will be strong prestige and a 

 valuable good will. Too often a creamery goes on year after 

 year doing business honestly and manufacturing a high-class 

 product without its constituents realizing it or thinking very 

 much about it, because it doesn't advertise these facts and thus 

 emphasize them. The result is that its prestige and good will 

 grow slowly. Advertising to build good will must be done 

 skillfully and it must, of course, have back of it honest methods 

 and a high-quality product. 



III. Advertising to Establish a Trade-Mark. If a cream- 

 ery can make the people in its trade territory think not merely 

 of "butter " when they think of buying butter, but of its special 

 brand of butter, it has accomplished something that counts 

 much toward success. This close association of a trade name 

 and product cannot be established in any other way as quickly 

 or as effectively as through advertising. It may be possible, 

 of course, to bring it about through many years of selling with- 

 out sepcial advertising, but no business can afford to wait long 

 enough to do it in that way. By constantly associating the 

 product and the trade name in newspapers, on billboards, on 

 window cards, in circulars and booklets, the two are fixed to- 

 gether in the minds of buyers in very quick time. This result 

 is worth much to the manufacturer and will of itself justify 

 the investment of money in advertising. 



IV. Advertising to Educate. The education of the public 

 as to the value of a particular creamery commodity is necessary 

 to interest them in buying that commodity. That is true 

 whether it is butter, which they have long been accustomed to 

 buying, or whether it is specially prepared market milk or ice 

 cream, which are not so well known to them. It takes a good 

 deal of persuasion to stir people out of an old, deep rut of buying. 



