MARKETING CREAMERY BUTTER. 35 



(j) Labeling. — Label and mark all receptacles containing butter upon which 

 the State trade-mark is to be used in accordance with the special instructions 

 that will be issued to every creamery to whom a license has been granted with 

 such labels, stamps, or other means of imprinting the trade-mark, or such other 

 information as may be required by the dairy and food department. 



(k) Thermostat. — Install in connection with all pasteurizing machinery a 

 thermostat or recording thermometer, and file all charts for inspection or submit 

 same, if requested, to the dairy and food department. 



(1) To whom, shipped. — Whenever a creamery that has been granted a 

 license to use the State trade-mark changes its market or outlet for its product 

 it shall promptly advise the dairy and food department of such change, and 

 otherwise keep the department fully informed with regard to whom their butter 

 is shipped or sold. 



(m) Change of butter makers. — Whenever a change of butter makers is con- 

 templated at any creamery using the Michigan State butter brand trade-mark, 

 and before such change is made, the dairy and food department shall first 

 be advised. If a change is made without the consent of the department the 

 right to use the brand or trade-mark shall and will at once be revoked, until 

 such time as it takes for the new butter maker to demonstrate that he is com- 

 petent to make the grade of butter required under these rules, regulations, and 

 specifications. 



ADVERTISING AND SALESMANSHIP. 



Advertising and salesmanship are two important factors in the 

 successful marketing of a product. Advertising has been defined as 

 " silent salesmanship," and there is no doubt that judicious and 

 appropriate advertising has a very suggestive and often convincing 

 influence upon the customer, and when properly used may greatly in- 

 crease the demand for a product. The results obtained from adver- 

 tising campaigns made by the large creameries and distributors are 

 evidence of their value. Among the various methods employed are 

 advertisements of private brands of butter in newspapers, on street- 

 car signs, bill boards, retail show cards, and demonstrations at retail 

 stores, food shows, and by house-to-house canvassing. 



Salesmanship is the art of merchandising and is the basis of suc- 

 cessful marketing. Its importance often has not been appreciated by 

 the country creameries, and their butter has been obliged to compete 

 not only against the products of other creameries and the manufac- 

 turers of butter substitutes, but also against the salesmanship em- 

 ployed in pushing the sale of these branded and trade-marked 

 products. In a business with a selling organization it is generally 

 recognized that salesmanship gets business, while service, quality, 

 and price hold it. In marketing the products of a small country 

 creamery, which does not have a private brand and in which the 

 identity of the manufacturer of the product is lost in the wholesale 

 distribution of it, it is impossible for a creamery to employ either 

 advertising or salesmanship in the ultimate distribution. With sell- 

 ing organizations for distributing private brands or State brands it is 



