demonstrations,
and samples. One phase of trade advertising which should not be
overlooked is dealer helps. The extent to which the roaster-packer, or
the promoter of a new package coffee, should utilize the various
advertising media or go into dealer helps must, of course, depend upon
the size of the advertising appropriation.

[Illustration: AN EFFECTIVE CUT-OUT]

Many roaster-packers supply grocers handling their coffee with dealer
helps in the shape of weather-proof metal signs for outside display,
display racks, store and window display signs, cut-outs, blotters,
consumer booklets, newspaper electros, stereopticon slides, moving
pictures, demonstrations, samples, etc. Dealer selling schemes based on
points have also been found helpful in promoting sales.

_Advertising to the Trade_

Until a comparatively recent date, the green coffee importer, selling
the roasting trade, has not realized the need of advertising. He has
inclined to the belief that he did not need to advertise, because, in
most instances, green coffee is not sold by the mark; and, to a certain
extent, price has been the determining factor.

During late years, however, many green coffee firms have come to realize
that there is a good-will element that enters into the equation which
can be fostered by the intelligent use of advertising space in the
coffee roaster's trade journal. Also, a few importers are now featuring
trade marks in their advertising, thus building up a tangible trade-mark
asset in addition to good will.

For a number of years the green coffee trade used the business card type
of advertisement; but some are now utilizing a more up-to-date style of
copy, as typified by the advertisements of Leon Israel & Brothers and
W.R. Grace & Company. Specimens of other green coffee advertising of the
better kind are here reproduced.

Advertising campaigns in behalf of package coffees can not be fully
effective without the proper use of trade publications. Advertising in
the dealer's paper has many advantages. It is good missionary work for
the salesman. It creates confidence in the mind of the dealer. It is an
excellent means for demonstrating to the retailer that he is being
considered in the scheme of distribution--that no attempt is being made
to force the goods upon him through consumer advertising alone.
Trade-paper advertising also offers the packer the opportunity to
acquaint the dealer with the selling points in favor of the bran