. American bee journal. La cultura delle api; le api. Marzo, 1!)1G. Rl American Hee JonrnalJ "fee--^ <^M*J paign su " Sunkist " frutti erano cresciuti di grandi proporzioni. In giugno, 1!)14, la distribuzione di Sunkist di arance e di limoni di diventare abbastanza esaurienti, la campagna pubblicitaria è stata ampliata ed è entrato un paio di riviste di circolazione generale in aggiunta ai quotidiani. Un- nouncement ai concessionari dopo la cam- paign era in pieno svolgimento ha dichiarato che "queste arance vengono pubblicizzati in 28,0(10.000 case attraverso le più leggere riviste e in 500 news- documenti." In 1915

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. American bee journal. Bee culture; Bees. March, 1!)1G. Rl American Hee JonrnalJ 'fee--^ <^M*J paign on " Sunkist " fruits had grown to big proportions. In June, 1!)14, the distribution of Sunkist oranges and lemons having become quite thorough, the advertising compaign was expanded and entered a few magazines of general circulation in addition to the newspapers. An an- nouncement to dealers after the cam- paign was in full swing stated that "These oranges are being advertised in 28, 0(10, 000 homes through the most widely read magazines and in 500 news- papers." In 1915 the campaign was again enlarged, a total of 54 advertise- ments being run in such magazines as Saturday Evening Post, Ladies' Home Journal, Woman's World, Collier's, Mother's Magazine, People's Home Journal, People's Popular Monthly, Ladies' World, Christian Herald, Lit- erary Digeit, Youth's Companion, Good Housekeeping, and National Sunday Magazine. It was estimated that the circulation of these advertisements, lumped, was over 52, 000, 000. As re- gards newspapers in 1915, the total cir- culation of the papers used equalled 15, 000, 000, and a series of 17 advertise- ments was run in each paper. This year's campaign cost the Ex- change $375, 000 as against $225, 000 in 1914. In 1915 the orange and lemon campaigns were conducted separately for the first time, $230, 000 being de- voted to orange advertisements, $100, - 000 to lemon advertisements, and the remainder being used for recipe book- lets, announcements to jobbers and re- tailers, and premiums. The silverware premiums given in exchange for Sunkist wrappers have played an interesting part in the cam- paign. By giving a value to the tissue paper wrapper, the Exchange gave consumers an extra inducement to ask for Sunkist fruits by name. CHARACTER OF APPEAL. The advertising has been designed to appeal to both emotions and intellects. That is, it has tried to make the pub- lic's mouth water for oranges by pic- turing them so that

Parole chiave associate all'immagine

• bo
• bookcentury1800
• bookdecade1860
• booksubjectbees
• bookyear1861