ADVERTISING DAIRY PRODUCTS 289 



creamery packages are too much alike. Fourth, it should carry 

 the trade-mark. At every opportunity the trade-mark or trade 

 name should be used in advertising a product. There is no 

 better opportunity than in such close association with the prod- 

 uct as is possible on the creamery package. 



A trade-mark serves two fundamental purposes. It identi- 

 fies a product or distinguishes it from similar products of other 

 manufacturers and it provides the purchaser with an easy way 

 of recollecting it when he again needs that kind of a product. 

 Both of these purposes must be attained by every manufac- 

 turer to establish a permanent market for his goods and they 

 cannot be attained readily without a trade-mark. In addition, 

 the trade-mark serves a third important purpose: it gives con- 

 tinuity and repetitious value to advertising. When the trade- 

 mark is used in every advertisement, in a more or less con- 

 spicuous way, it links each advertisement with every other and 

 makes them a unit; when it is not used, each advertisement 

 stands alone and gets very little aid from advertisements that 

 have gone before. 



To fulfill its purposes, a trade name should meet certain re- 

 quirements. First, it must be distinctive or different. Then it 

 will be more readily remembered and be less likely to be con- 

 fused with other trade-marks. Second, it must be legible and 

 easily read or taken in by the eye. Words or geometrical figures 

 that are worked into intricate designs are often so difficult to 

 see clearly that no effort is made to remember them. Third, it 

 must be brief or simple. If a word or words, the briefer the 

 better for conveniently storing it in the memory and recalling 

 it. If a figure, the less there is to it the better for the same 

 reason. Fourth, if it is a word or words, it should have a pleas- 

 ing sound and be easily spoken. Fifth, it should be suggestive 

 of the product and be readily understood. Sixth, it should be 

 applicable, if possible, to all the products of the creamery. If 

 one trade-mark is used for all products, then the advertising 

 done for each will help all the others; the good reputation of one 

 will be extended to the others, which is highly desirable. Sev- 

 enth, it should be valid. It should be possible to defend the 



