ADVERTISING DAIRY PRODUCTS 293 



It is convenient to keep a special account for advertising 

 rather than charge expenditures for this purpose to the general 

 expense account. 



IV. A Definite Plan. — As important as an appropriation is 

 a plan for the year's or season's advertising. There should first 

 be an objective. It is essential to make a careful study of the 

 marketing problems of the business to learn how advertising 

 may help to deal with them. Perhaps the trade needs to be 

 educated as to quality; or, maybe a trade name or brand needs to 

 be popularized; or, possibly it needs to be interested in a prod- 

 uct it has not used extensively previously. Then these needs 

 should become the aims of the year's advertising. Next there 

 should be a determination of the general arguments or appeals 

 that are to be made through advertising to accomplish these 

 objectives. Then it is important that there be a careful study 

 of the buying public to which the arguments or appeals are 

 to be presented so that they may be presented most effectively. 

 Who are the people for whom the advertisements are to be 

 written; what are their financial circumstances; what are their 

 prejudices and likes; what and how do they think — these and 

 other questions like them must be asked and answered. Fol- 

 lowing that, the plan must determine what advertising mediums 

 shall be used — newspapers, circular letters, exhibits, street-car 

 cards, billboards, booklets, etc., and how much of the appro- 

 priation shall be devoted to each. Finally, the advertisements 

 and the letters and the signs, etc., must be prepared to fit the 

 plan, and they should be prepared well in advance of their use 

 so that they may be carefully written and revised, put into type, 

 and perhaps again revised in proof. In the best managed cam- 

 paigns every item of advertising is prepared and approved be- 

 fore a single item is published. 



That sort of planning demands much thought and hard work, 

 but it pays. It puts brains and energy into advertising. It 

 lifts advertising out of uncertainty into certainty. To plan is 

 always the intelligent thing to do. Without planning adver- 

 tising is bound to be unintelligent, and unprofitable as 

 well. 



