ADVERTISING DAIRY PRODUCTS 287 



mediums. Usually it is sound business not to advertise except 

 when there is reason to believe it will bring returns, yet often 

 "policy " advertising seems unavoidable. It should be reduced 

 to a minimum. Many times it is better policy to make gifts 

 outright and maintain advertising on a sales-promotion-getting 

 basis. 



ESSENTIALS IN CREAMERY ADVERTISING 



Before a creamery can make satisfactory use of advertising, 

 its business must meet several requirements. It must have a 

 product worth advertising and which lends itself to advertising; 

 that product should be put up in distinctive and convenient 

 packages, if possible, bearing a trade-mark or brand name; 

 there must be a definite appropriation for advertising; there 

 must be a complete selling and advertising plan, worked out to 

 the last step by which the product reaches the consumer; the 

 advertising must be in charge of some one who will give it 

 intelligent attention; and finally, honest goods, honest methods, 

 and thorough service. 



I. The Product. — Successful advertising demands first of 

 all a product that lends itseh to advertising. The product 

 must have quality, of course, but it must have something more 

 than that; it must also have individuality. That is, it must be 

 different from the common run of such products. 



If the product is "just butter," for example, no different from 

 the great mass of ordinary creamery butter, than advertising is 

 not likely to aid very much in marketing it; that kind of butter 

 is probably best sold on the commission market. It lacks good 

 talking points and advertising must have talking points. It 

 isn't worth the extra price that advertising should get for it. 

 But if a creamery manufactures butter of uniform high quality, 

 into which an efficient butter maker has put enough brains, 

 skill, and individuality to make it different, then advertising 

 will help to find a special market for it at special prices. 



n. The Package. — In dairy manufacturing, the package be- 

 comes so closely a part of the product itself that it is usually 



