MARKETING CREAMERY BUTTER. 35 
(j) Labeling. — Label and mark all receptacles containing butter upon which 
the State trade-mark is to be used in accordance with the special instructions 
that will be issued to every creamery to whom a license has been granted with 
such labels, stamps, or other means of imprinting the trade-mark, or such other 
information as may be required by the dairy and food department. 
(k) Thermostat. — Install in connection with all pasteurizing machinery a 
thermostat or recording thermometer, and file all charts for inspection or submit 
same, if requested, to the dairy and food department. 
(1) To whom shipped. — Whenever a creamery that has been granted a 
license to use the State trade-mark changes its market or outlet for its product 
it shall promptly advise the dairy and food department of such change, and 
otherwise keep the department fully informed with regard to whom their butter 
is shipped or sold. 
(m) Change of butter makers. — Whenever a change of butter makers is con- 
templated at any creamery using the Michigan State butter brand trade-mark, 
and before such change is made, the dairy and food department shall first 
be advised. If a change is made without the consent of the department the 
right to use the brand or trade-mark shall and will at once be revoked, until 
such time as it takes for the new butter maker to demonstrate that he is com- 
petent to make the grade of butter required under these rules, regulations, and 
specifications. 
ADVERTISING AND SALESMANSHIP. 
Advertising and salesmanship are two important factors in the 
successful marketing of a product. Advertising has been defined as 
" silent salesmanship," and there is no doubt that judicious and 
appropriate advertising has a very suggestive and often convincing 
influence upon the customer, and when properly used may greatly in- 
crease the demand for a product. The results obtained from adver- 
tising campaigns made by the large creameries and distributors are 
evidence of their value, Among the various methods employed are 
advertisements of private brands of butter in newspapers, on street- 
car signs, bill boards, retail show cards, and demonstrations at retail 
stores, food shows, and by house-to-house canvassing. 
Salesmanship is the art of merchandising and is the basis of suc- 
cessful marketing. Its importance often has not been appreciated by 
the country creameries, and their butter has been obliged to compete 
not only against the products of other creameries and the manufac- 
turers of butter substitutes, but also against the salesmanship em- 
ployed in pushing the sale of these branded and trade-marked 
products. In a business with a selling organization it is generally 
recognized that salesmanship gets business, while service, quality, 
and price hold it. In marketing the products of a small country 
creamery, which does not have a private brand and in which the 
identity of the manufacturer of the product is lost in the wholesale 
distribution of it, it is impossible for a creamery to employ either 
advertising or salesmanship in the ultimate distribution. With sell- 
ing organizations for distributing private brands or State brands it is 
