NATIONAL DAIRY COUNCIL CHICAGO 



49 



ADVERTISING HAS ALWAYS RE- 

 SULTED IN THE IMPROVEMENT 

 OF THE PRODUCT ADVERTISED. 



Advertising means organizing the con- 

 sumer to act in a body. If your product 

 is good, consumers respond in a body. 

 Your fame spreads quickly, and your 

 business increases rapidly. If, on the 

 other hand, your product is poor, 

 advertising records the dissatisfaction 

 quickly, and you must either improve 

 your article at once, or it will disappear 

 from the market altogether. Therefore , 

 advertising followed by increased 

 demand, forces improvement in quality. 



An increased demand for Cheese means 

 first, that we shall make better Cheese, 

 and improvement in quality alone 

 should quickly double our output. 



The Cheese maker, seeing good business 

 ahead, will call for better milk. The 

 call for better milk, in turn, demands 

 better cows. And so our advertising of 

 any branch of the Dairy Industry comes 

 right back to the foundation of dairy- 

 ing — the cow — better cows and more 



cows — and that means the advance- 

 ment of all the industry and every 

 individual engaged in it. 



You, Mr. Cheese maker, have a good 

 deal at stake in this great movement. 

 We are creating a bigger market for 

 your Cheese, a bigger business, a better 

 profit, and a more certain future for 

 your business. 



The success of this great undertaking 

 means money in your pocket. And we 

 feel that you will do your share, help 

 us to help you, contribute your part, 

 and, besides the money, do all you can 

 to promote the welfare of our industry 

 from which we all derive our living and 

 the upbuilding of our capital or our 

 savings. 



Tell all the farmers who bring their 

 milk to your factory. Explain to them 

 what the success of the Council means 

 to them in their business. Urge them 

 to subscribe their dollar per cow, so 

 that the fighting fund may grow and 

 enable us to do the many big things 

 we want to do for the whole industry. 



Do not hesitate. Do not delay. Fill out your subscription 

 blank now, while you have the matter before you. Send it 

 with your first check enclosed in it. And then tell your 

 friends, your neighbors about it. Urge them too to come in 

 and do THEIR share as you have done. 



