286 MANAGEMENT OF DAIRY PLANTS 



V. Advertising to Back Up the Selling Force. — Every 

 well-managed business seeks to give the fullest support and 

 cooperation to its selling force, whether it be its own salesmen 

 and solicitors or jobbers or retailers who handle the goods. 

 Advertising provides an effective and economical means for 

 providing that support and cooperation. It may be sent out 

 ahead of the salesman or the retailer to prepare the way for him. 

 If a creamery takes up the manufacture of cheese, advertising 

 may be used to inform the retail merchant concerning its plans 

 and products. Then when its salesman calls on the merchant 

 he finds he is saved from putting a lot of valuable time into 

 simple explanations because the advertising has taken care of 

 that; he needs to concern himself only with the real business of a 

 salesman and get the order. Likewise, advertising may be used 

 to acquaint the buying public with the product and arouse its 

 desire for it, thereby saving the retail merchant much valuable 

 time in making explanations to introduce the new product. 

 Advertising will do this preliminary educational work much 

 more economically than the salesman or merchant can. More- 

 over, both a selling force and retail distributors will work more 

 enthusiastically for a product that is being promoted skillfully 

 through advertising. 



Advertising for Direct Sales. — Some lines of business which 

 distribute direct to customers find advertising a satisfactory 

 means of bringing about sales. Frequently a creamery is so 

 situated that it is best for it to build up direct distribution. It 

 may not economically maintain a soliciting force to make house- 

 to-house calls and it must then rely upon advertising to reach 

 the public. Then advertising must combine many of the pur- 

 poses heretofore named; it must be educational, it must help to 

 establish a trade-mark, it must help to create good will, it must 

 present seUing arguments and stimulate action. 



VI. "Policy" Advertising. — "Policy" advertising is a 

 name given to advertising bought not so much for the direct 

 object of increasing business as to secure or maintain the good 

 will of influential individuals or groups. It includes much of the 

 advertising in society programs, menus, hotel registers, and like 



