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market-farming - Re: advertising

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Subject: Market Farming

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Chronological Thread  
  • From: "jay gee" <jgj23 AT mindspring.com>
  • To: "Market Farming" <market-farming AT franklin.oit.unc.edu>
  • Subject: Re: advertising
  • Date: Wed, 30 May 2001 23:59:10 +0000


On Wed, 30 May 2001 20:15:19 -0500, Jeffery Blake wrote:

>I do know that one of the biggest wastes of money any
>direct marketer can do is advertising.

Many years ago a couple of farmers grew tired of selling their
pears as commodities and hooked up with an advertising
agency to see how they might improve their plight. They
decided to market direct and by mail. The rest is history.

Harry & David became a highly profitable multimillion dollar
farming operation through the judicious use of appropriate,
honest, effective advertising.

Not quite as long ago, an Indiana popcorn farmer decided to
start selling his premium quality popcorn under his own name
instead of growing under contract or selling as a commodity.
His name was Orville Redenbacher. After his brand had
grown beyond his desire to manage the operation, he sold it
to Hunt-Wesson Foods for many, many millions and guaranteed
a comfortable retirement.

Regardless of the quality of their wares, neither Harry & David
nor Orville Redenbacher would have attained any real size
and differentiation of their products had they relied on word of
mouth. They advertised and those who used the products
confirmed the advertiser's claims if asked by their friends.

Such a scenario is better than word of mouth alone because
it confirms that there are still honest advertisers out there.

Good weather to you all,


Jay Gee
not a farmer -- but interested in farming







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