Advertising Executive Says
Promotion Will Put Eggs in Orbit
■ '.‘Advertisingis all the egg irt* bOyieggS ,wUh little advertising
durtry needs to become a ma-, or promotidh by either the re
tire, - 'high-flying Clean-Eyed taller'or the industry. The re-
Profit Bird,". John Cole,;Smildr- jailer doe* little because of the
Vice PMUderit WBuchen. Ad^-Tack I y{ stimulation by the ac
yertiatof, Tncv told', those ■lat- < ’Hioi)s-of the-egg industry.
The vdrv r fact mat an food
j ‘ store* , lythdje eggs and most
Bofird “ hl ‘ -f«ailies ; u'se eggs'make them.
• «I - easily'responsive to advertising.
" Cole poioted' ovrt that -about "The “facts' that-there are no na--
80-per cent of aU. households tipnal brands or national distri^
Savings Specialists
Have
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a foil quarter during the first ten days
■a. Of January-April-July-October. Or vou
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Lancaster county farmers national
AM Deposits FOIC Jnsufcd 00# < |
butors also argue tor a national'
advertising program for eggs
as a commodity.
Cole used seven kinds of
imaginary birds to illustrate
his points.
The “Kara Avis” or the rare
bird is sure his business is utri
<}ue, his -product doesn’t need’
advertising, his market won’t
support it, and his distribution
works fine. “He may never
iearn to fly,” it was pointed out.
The “Grounded Basic” has
never tried to fly because he’s
hung up on production and ex
pects customers to beat a path
to his door.
The “Short-Sighted Hold
back” occasionally roosts with
large flocks called associations,
but doesn’t want to waste any
of his plumage feathering the
flock’s nest.
A semi-flightless bird was the
“Fearful Thrasher.” He con
vinces himself he’s an econo
mist and conditions are never
“just right” for advertising. He
hasn’t learned that advertising
is a marketing tool that can
change times, prices and de
mand.
Dr. Richard E. Farrar. DRINC
executive vice-president, views
the move as a step forward, not
only for his organization, but fm
the dairy industry: “We see our
move to Arlington Heights as the
first step in locating neai the fu
ture International Dairy Center
The first cousin of the in Rolling Meadows.”
“Grounded Basic” is the “Tra- _ . T
ditional Ditto.” This bird can °, ry Research, Inc, was or
fly only as high and as far as year a /° to develop
it did last year. He avoids and increased uses foi milk
scary, unfamiliar giound, and . . any pioducts thiough mar
anyway it’s too much trouble to evel H op ” en , t - pioduct „ r *
chanee search and development and by
*' nr j . „ . funding nutrition reseat ch Dr
The Inadequate Trifle is Farrar became the organization’s
another short-winded bird with executive vice-president in
, March
can Withdraw any or all of
your savings plus earned in
terest with a 90 day written
notice. That’s real conven
ience! And your Golden
Key Passbook Savings in
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you . . . and keep your
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Ask the Sayings Specialists about this
new, convenient way to save. Stop at any
of our 13 branches, or call. ..
Lancaster Farming, Saturday. May 9,1970
limited horizons. Freindly and proposals never really get off
open-minded, he loves market- the ground.
ing suggestions and advertising
proposals.’Whatever is propos
ed, he picks it in half, but he
is bothered by the fact the
DRINC to Move
To New Offices
On June 1, Dairy Research.
Inc., will move from its present
Chicago offices to new quarters
at 120 W. Eastman Avenue in
Arlington Heights, Illinois, a
northwest Chicago suburb.
The new offices are only five
minutes from the Illinois Toll
road system, 15 minutes from
O’Hare International Airport and
convenient to fine hotels and res
taurants.
The “Clear-Eyed Profit Bird"
always looks up at more
sales and greater profits. And
he understands his competition
and uses advertising pru
dently ns a basic marketing
tool.
In the egg business he ob
serves that he is being out
advertised and out-merchandis
ed by his competitors. But an
alysis tells him that he has a
widely accepted nutritious eco
notnical product. It fits into
every meal. It’s retailed bj
every store at a profit to the
retailer.
And in spite of the fact that
today’s eggs are fresher, high
er in quality, and cheaper eithei
m terms of absolute retail price
or minutes of labor required vo
purchase a dozen, consumers
are eating fewer of them.
The “Clear-Eyed Piofit Biid"
can see what the egg mdusti\
needs to do not only to staj
alive but to piofit m the
1970’5, Cole said
Call Us Now
Our main number here at
Lancaster Farming is 394-
3047, but Akron, Ephrata and
Manheim advertisers and
subscribers can avoid a toll
call by calling us at 626-2191
r and asking for Lancaster
Farming.
29