ADVERTISING DAIRY PRODUCTS 299 



VII. Exhibits and Demonstrations. Food products are 

 often excellently advertised through exhibits and demonstra- 

 tions, particularly at pure food shows and in retail grocery 

 stores. Such advertising, however, must always be linked up 

 with other advertising and it is quite likely to be expensive. 

 Smaller creameries are not likely to find it profitable to adopt 

 this medium, except when special circumstances favor it. Ex- 

 hibits and demonstrations take much time and usually require 

 special men and women employees to set them up and conduct 

 them. 



VIII. Programs, Directories, etc. Programs and direct- 

 ory advertising is of uncertain value. There ought to be a special 

 reason for buying advertising space in such publications; most 

 frequently that reason is "policy." However, there is likely to 

 be profit in theater program advertising of ice cream, which is 

 usually in demand at the close of a performance, and perhaps 

 of other dairy products. Theater curtains have similar value 

 probably even more, because they are more certain to get atten- 

 tion. 



IX. The Creamery Itself. Although the creamery itself is 

 primarily a manufacturing plant, it is also its own best adver- 

 tisement. If it is well located, attractively built, neatly kept, it 

 will get attention from many passers-by, arouse their interest, 

 and help to convince them of the merit of the creamery's prod- 

 ucts. As far as practicable, a creamery should keep a welcome 

 sign out and even hold open house from time to time when 

 visitors will be given special attention and perhaps a sampling 

 of some new product or some old product made differently. 

 Also, the manager of the plant will not find it amiss if on proper 

 occasion he discusses pure food, or conservation, from his busi- 

 ness standpoint, before public or semi-public gatherings. 



PLANNING AND WRITING THE ADVERTISEMENT 



Because three-fourths of the advertising prepared for a 

 creamery business is likely. to be prepared for a newspaper or 

 other publication, the planning and writing of advertising will 



