CHAPTER XXI 

 ADVERTISING DAIRY PRODUCTS 



Advertising is everywhere recognized as a valuable business 

 force. It offers an efficient, economical way of reaching the 

 public, educating it to the merits of a commodity, stimulating, 

 redirecting, or creating buying desires and finally developing 

 and effecting sales. It is used in every field of industry and 

 trade and for many unique purposes outside of these fields. It 

 is employed for every phase of the marketing task, from dis- 

 arming public criticism or creating good will to securing orders. 

 How generally advertising is recognized for its usefulness may 

 be gathered from the fact that something like a billion dollars is 

 annually invested in it by the business men of the United States 

 alone. 



Advertising may be employed in the creamery business as 

 well as in any other. There is nothing in the nature of the 

 manufacture and distribution of dairy products to make adver- 

 tising impracticable or unprofitable. On the contrary, some of 

 the outstanding successes in advertising are in this field. Sev- 

 eral brands of condensed milk have gained national reputation 

 and captured national markets with the aid of advertising. 

 Several brands of butter are familiar to housewives in a large 

 portion of the United States because of advertising and many 

 brands have gained sectional prominence. One selling cam- 

 paign, in which advertising played a large part, increased butter 

 sales from 450,000 pounds to 7,000,000 pounds in five years. 

 Several brands of cheese have been established in wide favor 

 through advertising, while many special advertised brands of 

 ice cream command the markets in various cities and their 

 adjoining territories. 



In the creamery business, advertising serves several purposes, 

 all of which have to do with marketing either directly or in- 



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