Why the Council Decided to Undertake 

 an Advertising Campaign 



A DVERTISING is the most power- 



/% ful salesman known. Adver- 



/ % tising reaches every home in 



the land — every man, woman and child. 



Advertising establishes new demands 

 and creates new tastes. 



Advertising moulds opinions, builds 

 reputations and insures permanent 

 good will. 



Advertising moves the goods quickly 

 and keeps them moving. 



Advertising is the one salesman who 

 sells his goods in New York and San 

 Francisco, in Winnipeg and New 

 Orleans, at the same hour. 



The modern manufacturer or merchant 

 who wants to sell his goods or increase 

 the demand for them resorts to 

 Advertising. 



When the National Dairy Council found 

 itself confronted with the task of creat- 

 ing an increase in the consumption of 

 Dairy Products it took a leaf from the 

 book of national successes and turned 

 to Advertising as the one great power 

 through which its object could best and 

 most quickly be accomplished. 



You know Ivory Soap, Fairy Soap, Palm 

 Olive Soap, Sapolio, Gold Dust, Dutch 

 Cleanser and many other soaps and 

 soap products. They are national 

 household words — through advertising. 



Quaker Oats, Cream of Wheat, Uneeda 

 Biscuit, Shredded Wheat Biscuit, 

 Kellogg's Corn Flakes, Postum and 

 scores of other food products have 

 forced their way into millions of homes 



through the enormous power of 

 Advertising. 



Advertising is no longer confined to 

 private concerns for the promotion of 

 the sale of their goods. It is now also 

 used largely by organized industries, 

 to further the business of the industry 

 at large, when it is impossible for the 

 small individual producer, manufac- 

 turer or dealer to advertise extensively 

 and profitably on his own behalf. 



The greatest example of industry 

 advertising followed by quick and sub- 

 stantial returns is found in the experi- 

 ence of the California Fruit Growers 

 Exchange. Every reader of this book 

 today knows Sunkist Oranges. They 

 are the product of several thousand 

 California Orange Growers. 



They had a serious market problem — 

 a constantly growing production of 

 oranges against a market which would 

 not absorb their increasing supply — 

 an unorganized production against an 

 unorganized market — the same ques- 

 tion which confronts the Dairy Industry. 



They organized. They decided that, 

 to live and prosper, they must increase 

 the demand for their oranges. They 

 decided to advertise and subscribed a 

 huge sum (it's $300,000.00 for this 

 year alone) with which to reach the 

 people with a national campaign of 

 education. 



This advertising campaign is now one 

 of the famous successes of the country. 

 It brings big results. 



In ten years the population of the 



