282 MANAGEMENT OF DAIRY PLANTS 



directly. Some creameries may not find it desirable to use 

 advertising for all of their purposes; some may prefer to sell 

 their entire output on the commission market, and therefore 

 they may not need advertising to aid them in marketing. But 

 such concerns may find advertising valuable for gaining new 

 patrons or holding the old, for example, and maintaining good 

 will 



THE PURPOSES OF ADVERTISING 



I. Advertising to Aid Promotion. — When a creamery busi- 

 ness is in the organization stage, or is being enlarged, or for any 

 other reason needs promotion, advertising maybe used to put the 

 business properly before the people who are to be interested as 

 stockholders, or patrons. It may be used to create a favorable 

 community attitude and secure the confidence of business 

 men, bankers, and farmers. It may be used to enlarge the 

 Ust of patrons in new or old territory. It must not be under- 

 stood that advertising can take the place of effective personal 

 solicitation in these matters, but it can pave the way for per- 

 sonal work and support it. 



More or less advertising space may be advantageously bought 

 for these purposes. Local newspapers will, as a matter of news 

 and also of community pride and welfare, give considerable 

 space to the promotion of a sound creamery proposition, but 

 they should not be expected to donate all the space that may be 

 required to promote the business phases of the project, because 

 advertising space is the most important commodity they have 

 to sell. Moreover, their cooperation will be more thorough if 

 they are made to feel that benefits are mutual. 



Promotion advertising ought to be written conservatively; 

 it should be hopeful or optimistic, but not over-enthusiastic nor 

 too generous in its promises of returns. It should keep well 

 within what may be accomplished and seek to establish confi- 

 dence. 



II. Advertising for Prestige and Good Will. — Prestige 

 and good will are not secured ordinarily except through years of 

 satisfactory dealing with the public. Yet they may be devel- 



