GROWEBS NATIONAL, MARKETING AGENCY. 



15 



brand. In the case of the cranberry growers, it can be safely said that 

 the basis of their advertising efforts was the estabhshment of stand- 

 ardized brands and packages. 



In 1906 the country would not consume the heavy crop of cran- 

 berries at anything like a price approaching production costs. Fur- 

 thermore, at that time there was every indication that production 

 would increase. Production did increase from 388,000 barrels in 1906 

 to 544,000 barrels in 1916. At the same time that the increase in 

 supply threatened to demorahze selhng prices, the cost of pro- 

 duction was continually rising. In 1919, it is estimated that the aver- 

 age cost of producing a barrel of cranberries was somewhat more than 

 the average selling price for the years 1907-1917. 



In the face of these rising costs, in 1916 the growers through their 

 organization decided that increased consumption was the only way 

 out. To this end a trial advertising campaign was inaugurated in 

 Chicago in an attempt to find out just what advertising would do for 

 the consumption of cranberries. About $23,000 (not a large amount 

 as advertising sums go) was spent that year in Chicago in newspapers, 

 street cars, printed bulletins, and service work. 



Table 4. 



-Comparison of sales in 1916 with those in 1913, 1914, and 1915 in six leading 

 markets. 





Gain or loss in 1916 over— 





1913 



1914 



1915 



Chicago. . . 



Per cent. 

 +57 

 - 2 

 -36 

 -41 

 -13 

 -11 

 -22 



Per cent. 

 +27§ 

 -18 

 -12 

 -57 

 -18 

 - 7 

 -10 



Per cent. 

 +47i 

 + 5 



New York 



Boston 



—50 



PhiladAlphia 



-17 



Pittsburgh 



— 1 



Buffalo 



- 8 





— 8 







In the table it will be noticed that the Chicago sales for 1916 show 

 a decided increase over the sales of the three preceding years, while 

 the other markets with but one exception show a loss. 



This test campaign indicated that advertising increased consump- 

 tion, and it was decided to continue the practice on a larger scale. In 

 1917 an advertising assessment was made, but the campaign was aban- 

 doned because the crop was cut in half by a September freeze. 



In 1918 the first national advertising campaign was inaugurated 

 and $54,000 was spent in about 30 days, beginning about October 15 

 in the United States and October 6 in Canada. The market outlook 

 was indeed black. Sugar distribution was restricted by the Federal 

 Government to 2 pornids per capita per month, whereas the normal 

 consumption is 4:^ pounds per capita per month. The weather was 

 warm. The trade in general was apathetic and the universal opinion 



