FEE ADVERTISING

_Early coffee advertising--The first coffee advertisement in 1587
was frank propaganda for the legitimate use of coffee--The first
printed advertisement in English--The first newspaper
advertisement--Early advertisements in colonial America--Evolution
of advertising--Package coffee advertising--Advertising to the
trade--Advertising by means of newspapers, magazines, billboards,
electric signs, motion pictures, demonstrations, and by
samples--Advertising for retailers--Advertising by government
propaganda--The Joint Coffee Trade publicity campaign in the United
States--Coffee advertising efficiency_

In a work of this character the chapter on advertising must of necessity
be in story form. It may tell what has been accomplished in advertising
coffee, and perhaps point the way to greater achievement. In so far as
possible, the story is supplemented by illustrations, which here tell
the story even better than words.

Advertising to the trade or the consumer calls for expert advice. There
are successful trade journalists who are competent to supply such
advertising counsel; and new-comers in the field should consult them
first. These men are in the best position to suggest the means for
successful accomplishment. They know the men who are best qualified to
render assistance for all media, and are glad to recommend those who can
be most helpful.

Jarvis A. Wood has said that advertising is causing another to know, to
remember, and to do. If we agree with this excellent definition, then
the first coffee advertisers were the early physicians and writers who
told their fellows something about the berry and the beverage made from
it.

Rhazes and Avicenna told the story in Latin, and appear to have
recommended a coffee decoction as a stomachic, as far back as the tenth
century. Many other early physicians refer to it. Thus it was that
coffee was solemnly introduced to the consumer as a medicine. The first
step made by the berry from the cabinets of the curious, where it was
known as an exotic seed, was into the apothecaries' shops, where it was
sold and advertised as a drug. Next, the coffee drink was advertised and
sold by lemonade venders; then by the proprietors of the coffee houses
and cafes; and finally the coffee merchant sold and advertised the green
and roasted bean.

Rauwolf told the Germans about it in 1582; Abd-al-Kadir wrote his famous
_Argum