PROBLEMS OF COOPERATIVE MARKETING ASSOCIATIONS 45 



accomplish the same ultimate end, that is, a stimulated demand for 

 the product advertised, but the methods used and the results ob- 

 tained vary considerably. 



Advertising to attract the attention of distributing agencies is 

 conducted by mailed circulars, by price quotations, or by advertise- 

 ments in the regular trade papers. Circulars mailed to that portion 

 of the trade that is interested in fruits and vegetables and the pub- 

 lication of price quotations are used by a large number of organi- 

 zations. The trade papers have been used extensively by cooper- 

 ative organizations. 



Many cooperatives with products that lend themselves to consumer 

 advertising are directing their advertising at the consumer to obtain 

 the best results. Various schemes have been used to bring their 

 products to the direct attention of the public. These methods in- 

 clude newspaper and magazine advertising, special campaigns, and 

 retail dealer services. 



Such products as Sunkist oranges, Sun-Maid raisins, Eatmor 

 cranberries, and many others have become familiar to the public 

 through advertisements. It has cost the organizations behind these 

 advertisements many thousands of dollars to do this, but the organi- 

 zations believe that the expenditures have been well justified. Very 

 few small organizations, however, have been able to spend the 

 amounts necessary to make consumer advertising a profitable in- 

 vestment. Special campaigns are also employed to stimulate the 

 consumption of a certain grade or size of product. For instance, 

 a large part of a season's fruit crop may be unusual]}* small or un- 

 usually large. Unless a larger demand for these unusual sizes is 

 created a large bulk of the tonnage would remain unsold. Special 

 inducements are offered to consumers, retailers, and all classes of 

 trade to use the products to be moved. New uses are advocated, and 

 in some cases by-products such as fruit juices, jams, and jellies have 

 been developed to relieve the surplus. 



A few larger organizations stimulate consumption by service to 

 retail dealers. Agents of the association assist the dealer to arrange 

 attractive displa3 T s of the association's products. They often help 

 in working up advertising matter and in planning posters. In some 

 cases, especially during sales campaigns, association agents have as- 

 sisted in selling the products. Such methods have resulted generally 

 in increased consumption, lower retail handling charges, and gener- 

 ally better cooperation with the retail trade. 



It must be remembered, however, that accompanying all successful 

 advertising are certain fundamental elements which must be con- 

 sidered. These elements are a product of uniform quality and grade, 

 a brand or trade-mark that will identify the product, a steady supply 

 of products during the normal consuming season, attractive advertis- 

 ing material, and cooperation with all marketing agencies that 

 handle the product. 



A uniform, dependable product is fundamental in successful ad- 

 vertising. Display, poster, and other advertising matter may create 

 a preference for a certain product or a certain brand, but the prefer- 

 ence quickly disappears if the product does not possess satisfactory 

 quality. It is important also that a supply of the product shall be 

 on sale at retail stores in the district covered by the advertising 



