All About Coffee by William H. Ukers (best new books to read .TXT) π
CHAPTER II
HISTORY OF COFFEE PROPAGATION
A brief account of the cultivation of the coffee plant in the Old World, and of its introduction into the New--A romantic coffee adventure Page 5
CHAPTER III
EARLY HISTORY OF COFFEE DRINKING
Coffee in the Near East in the early centuries--Stories of its origin--Discovery by physicians and adoption by the Church--Its spread through Arabia, Persia, and Turkey--Persecutions and Intolerances--Early coffee manners and customs Page 11
CHAPTER IV
INTRODUCTION OF COFFEE INTO WESTERN EUROPE
When the three great temperance beverages, cocoa, tea, and coffee, came to Europe--Coffee first mentioned by Rauwolf in 1582--Early days of coffee in Italy--How Pope Clement VIII baptized it and made it a truly Christian beverage--The first Europe
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Magazine and newspaper advertising is only the nucleus of the campaign. The effect of such "white space" publicity is increased by simultaneous efforts to "merchandise" the campaign, to stimulate the interest of the wholesale and retail trade, to encourage private-brand advertising, and to reach the consumer by other kinds of publicity recognized as essential factors in a well rounded national advertising effort. These activities may be summarized as follows:
Information Service. This department answers inquiries and supplies material for household editors, and for newspaper and magazine writers. Through a national clipping service, it keeps in touch with all published matter relating to coffee. Its special duty is to answer attacks on coffee and the coffee trade. Merchants and dealers make it a practise, when they find misleading articles or editorials in their local newspapers, to send clippings to the committee's headquarters to be handled there as the situation warrants.
Scientific Coffee Research. Twenty-two thousand, five hundred dollars of the American fund have been appropriated thus far for scientific coffee research at the Massachusetts Institute of Technology. The reports of this research will be distributed to the coffee trade throughout the country, and should prove valuable in all branches of coffee merchandising. The findings will be distributed by the committee to schools and colleges, and to consumers through national advertising.
The Coffee Club. This organization was established for the purpose of educating the consumer through constructive team work by the roasters' and jobbers' salesman and the retail dealer. Under this plan, the committee has distributed 50,000 transparent signs for dealers' windows, and 5,000 bronze coffee-club buttons for coffee salesmen. By reference to the Coffee Club in national magazine and newspaper advertising, the retailer is given a chance to tie up with the campaign. Membership in the club is limited to those who are contributing to the publicity fund, and to their salesmen and customers. The club publishes a monthly bulletin in newspaper form, giving the news of the campaign. This has a circulation of 27,000 among wholesalers, salesman, and dealers.
Booklets. The committee has published six booklets, which have reached a total circulation of more than one and a half million copies. These booklets are sold at cost to the coffee trade. The committee reports that, on an average, one hundred requests for them are received daily at its office from consumers in different parts of the country, and that the booklets are the means of a constant campaign of education in American homes and schools.
Brand Advertising. The committee is constantly making efforts to increase the amount of private advertising by coffee roasters, and it estimates that brand advertising has increased at least three hundred percent since the national campaign began. Reproductions of the committee's advertisements, proofs of advertising electrotypes, and copy suggestions are circulated in advance to all roasters and to a large number of retailers, by means of the monthly organ, The Coffee Club.
Coffee Week. During the week of March 29 to April 4, 1920, the committee organized and financed the third national coffee week, which was observed by retailers throughout the country. The feature of this week was a window-trimming contest for which prizes of $2,000 were distributed among several hundred grocers. The contest resulted in displays of coffee in nearly 10,000 grocery windows, and greatly increased the sale and consumption of coffee during this period.
Motion Pictures. The United States fund financed the production and distribution of a coffee motion picture, 128 prints of which were sold to roasters, who exhibited them throughout the country. This picture was shown during coffee week to more than six hundred theater audiences, and it remains in the possession of the trade as an active advertising medium.
EDUCATING THE DOCTOR IN THE FACTS ABOUT COFFEE, 1922 EDUCATING THE DOCTOR IN THE FACTS ABOUT COFFEE, 1922
New Uses for Coffee. An important factor in increasing consumption has been the promotion of new uses for coffee. In winter, this has taken the form or recipes and suggestions for coffee as a flavoring agent; and in warm weather, there has been a publicity drive for iced coffee.
Propaganda Results
The joint coffee trade publicity campaign is progressive. New features are being developed, and plans are laid well in advance. It is expected that the reports of the scientific research will furnish fresh material for both direct and indirect advertising.
One of the interesting prospects is a school exhibit, demand for which has been revealed by requests from a large number of teachers, principals, and school superintendents. Efforts to increase the popularity of a product as widely used as coffee suggest almost unlimited opportunities.
The campaign has brought into co-operation producers in one country, and manufacturers and distributers in another country, several thousand miles apart. Its international character, and also the fact that it deals with a product of almost universal use, may account for the attention this campaign has received, not only in the United States, but in every country where advertising is a business factor.
This kind of coffee publicity has given the consumer a better knowledge of coffee, and broken down much of the prejudice against coffee that rested upon popular misunderstanding of its physiological effects.
As best evidence of its sincere wish to give the public the whole truth about coffee, the committee points to the fact that a portion of its funds is being used to finance the scientific investigation at the Massachusetts Institute of Technology.
Felix Coste, the secretary-manager of the campaign, spends much of his time traveling about the country and addressing gatherings of coffee wholesalers and dealers. By this means, and by continuous circularization and correspondence, the trade is kept constantly in touch with the developments of the campaign.
PRIVATE BRAND COFFEE ADVERTISING IN 1921 PRIVATE BRAND COFFEE ADVERTISING IN 1921
Report from 77 Advertisers
Although Brazil is the only coffee-producing country at present co-operating, the advertising has treated all coffees alike. Efforts are being made to have the coffee growers of other countries contribute on a basis proportionate to the benefit they derive. Support from all the coffee countries on the same scale as that on which the producers of SΓ£o Paulo are contributing would almost double the size of the fund.
Coffee Advertising Efficiency
Reverting to the original advertisement for coffee in English, when we compare it with the latest examples of advertising art, it is of the same order of merit. But Pasqua RosΓ©e had no advertising experts to advise him and no precedents to follow. Pasqua RosΓ©e was a native of Smyrna, who was brought to London by a Mr. Edwards, a dealer in Turkish merchandise, to whom he acted as a sort of personal servant. One of his principal duties was the preparation of Mr. Edwards' morning drink of Turkish coffee.
"But the novelty thereof," history tells us, "drawing too much company to him, he [Mr. Edwards] allowed his said servant, with another of his son-in-law, to sell it publicly." So it came about that Pasqua RosΓ©e set up a coffee house in St. Michael's Alley, Cornhill.
And since Pasqua RosΓ©e's idea, naturally, was to acquaint the London public with the virtues and delectable qualities of the product of which his prospective customers were naturally uniformed, he put into his advertisement those facts and arguments which he felt would be most likely to attract attention, to excite interest, and to convince. If the reader will glance at RosΓ©e's advertisement, which is reproduced on page 55, he will be struck with the well-nigh irresistible charm of his unaffected, straightforward bid for patronage. Having no advertising fetishes to warp his judgment, he told an interesting story in a natural manner, carrying conviction. It matters not that some of the virtues attributed to the drink have since been disallowed. He believed them to be true. Few there were in those days who knew the real "truth about coffee."
Even his typography, unstudied from the standpoint of modern "display," is attractive, appropriate, and exceedingly pleasant to the eye. And since at that time there was no cereal substitute or other bugaboos to contend against, and to hinder him from doing the simple, obvious thing in advertising, he did that very thingβand did it exceedingly well.
PACKAGE-COFFEE ADVERTISING IN 1922 PACKAGE-COFFEE ADVERTISING IN 1922
Specimens of newspaper copy used by some of the most enterprising package-coffee advertisers, East and West
In fact, in the historic advertisement, Pasqua RosΓ©e set an example and established a copy standard which had a very beneficial effect on all the coffee advertising of that early date. This will be evident from a glance at the accompanying exhibits of other early advertisements. It was not until the days of so-called "modern" advertising that coffee publicity reached low-water mark in efficiency and value. In these dark days most coffee advertisers ignored the principles discovered and applied in other lines of grocery merchandising. Instead of telling their public how good their product was, they actually followed the opposite course, and warned the public against the dangers of coffee drinking! Instead of saying to the public, "Coffee has many virtues, and our brand is one of the best examples," their text said in effect, "Coffee has many deleterious properties; some, or most, of which have been eliminated in our particular brand."
They were, for the most part, apostles of negation.
Drawing Upon History for Social-Intercourse Atmosphere Drawing Upon History for Social-Intercourse Atmosphere
Hopeful signs, however, are multiplying that this condition of things in the coffee industry has passed, and that the practise of telling the coffee story with certitude will soon become general.
We may well applaud the publicity work of all coffee advertisers who follow where Pasqua RosΓ©e ledβthose who tell the public how good coffee is to drink and how much good it does you if you drink it. Considering the advertising and typographical resources available to the modern advertiser, it certainly should be possible for this message to be conveyed to the public with at least some of the charm of the first coffee message.
One of the most notable examples of how to advertise coffee well is that set by Yuban coffee. Unquestionably, Yuban is doing in a thoroughly up-to-date and appropriate fashion what Pasqua RosΓ©e started out to do in 1652.
The effect on those who give only a superficial glance at a Yuban advertisement is to arouse a keen desire to enjoy a cup of Yuban coffee. To induce such a state of mind is, of course, the object of all good advertising.
An Electric Sign that Impressed Chicago
There were 4,000 bulbs in this advertisement, which measured 50 x 55 feet. The rental was $3,500 a month
Yuban advertisements have utilized two vital principles in influencing the minds of consumers. In the first place, they have made
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