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If you are a student of advertising, serious or casual, you 

 are surely aware of how strongly companies try to put their brand 

 name before the public. Trade-mark acceptance is, in the considered 

 opinion of the largest companies, their key to greater sales. It 

 keeps their present products selling at a good profit, allows intro- 

 duction of new and allied products with built-in consumer accept- 

 ance and provides an image for their total marketing program 



Now, what do we do about the remaining percentage of our apple 

 crop that is marketed outside of the Crisp-aire period. We have 

 tried within the means of our budget, to identify "Apples from New 

 York Orchards" or "Apples from New England Orchards" with the In- 

 stitute name on all our ads. This is really not enough. The pic- 

 ture is bigger than that. The picture is that Eastern New York 

 and New England are the largest producing areas for Mcintosh in 

 the country to the tune of 76% of the total nationwide crop of Mc- 

 intosh. We should be striving to weld these 2 areas into a unified 

 entity and present this idea to the trade and consumers in an ex- 

 citing fashion. 



The most logical course to follow in view of our Mcintosh pro- 

 duction is to identify the area as "Mcintosh Country." After all, 

 if we don't promote Mcintosh, no other segment of our industry will 

 It is not important to other geographic areas and we are glad of it 

 It makes our area more important because nowhere, nohow, can anyone 

 grow the apples we do in "Mcintosh Country." 



