What the Effect of Our Advertising 

 Campaign Should Be 



IT IS the firm belief of your Com- 

 mittee that the campaign herein 

 outlined will produce astonishing 

 results. 



In the light of experience with adver- 

 tising which has been responsible for 

 so many conspicuous successes it is 

 difficult, with full knowledge of the 

 enormous field and opportunities, to 

 remain conservative. 



Publicity is a Great 

 Power 



A Chicago bakery, desiring to increase 

 its cake business, offered to give a 

 free sample cake to every reader of a 

 certain Chicago Sunday newspaper 

 upon presentation at any grocery or 

 delicatessen store of the coupon con- 

 tained in the advertisement. The offer 

 was novel and daring. The result: 



Out of a total circulation of about 

 350,000 copies in the city of Chicago, 

 nearly one-third of the readers of that 

 paper availed themselves of the offer. 



The concern honored 110,000 coupons. 



Its cake business was permanently 

 increased 40%. 



The cost of the advertisement plus the 

 cost of the free cakes was small com- 

 pared with the results obtained. 



Similar campaigns in food products 

 have brought similar results. 



The Orange Growers of California are 

 so well satisfied with the results of 

 their campaign that they are spending 



this year $300,000— $1,000 a day in con- 

 tinuing it. 



In a similar campaign the Dairy Indus- 

 try—fifty times as great as the California 

 Orange Industry — should produce 

 many times the results obtained by 

 the Orange Growers per dollar expended. 



The average per capita consumption of 

 Milk is about one glass per day. 



It is not impossible to double that in 

 time. 



But let us deem it impossible and pre- 

 sume that through advertising we can 

 increase the consumption of Milk and 

 Milk Products but 10% in three years. 

 Do you know what this means? 



1. It would add 2,000,000 cows to the 

 22,000,000 now on our farms. At a 

 price of but $55.00 per head this addi- 

 tional business for the breeders would 

 mean $110,000,000. 



2. It would increase our present pro- 

 duction of Milk, Butter, Cheese, and 

 Ice Cream, amounting to about 

 $1,500,000,000 by $150,000,000. 



That is a total of $260,000,000. 



Exclusive of all the additional business 

 in Bams, Silos, Buildings, Machinery, 

 Equipment, Supplies, etc., etc., exclu- 

 sive also of the increased value of land, 

 the better prices always following in 

 the wake of good advertising, the stab- 

 ilization of the market, the increased 

 value of investment, and so forth. 



Let it be understood that a possible 

 increase of 10% in three years is merely 



