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Show Wool Growers Urged to Back Promotion Plan FLAGSTAFF, ARIZ. Although Al-though consumer appreciation for wool has risen sharply during the last year, intensified promotion is needed to strengthen wool's markets. mar-kets. Max F. Schmitt, President of The Wool Bureau, has told the annual meeting of the Executive Committee of the American Wool Council. The program of wool promotion, promo-tion, which this year for the first time includes consumer advertising, advertis-ing, should have the wholehearted support of the nation's wool growers, Mr. Schmitt said. In this increasingly competitive era, he explained, not only does l O I wool compete with other fibers, fi-bers, but wool products vie with an ever-widening ever-widening range of consumer goods for their share of the consumer dollar. dol-lar. Wool growers grow-ers must accept promotion as essential to the job of marketing market-ing their prod uct profitably, he added. Wool promotion efforts to date represent a "solid beginning" to a carefully planned, long-range program, Mr. Schmitt stated. Noting Not-ing that the consumer's respect for wool is currently at a high level, Mr. Schmitt said: "Basic performance qualities long taken for granted in wool are now eagerly sought by the consumer, wno has found sometimes some-times from bitter experience that nothing measures up to wool in service and value." Mr. Schmitt told the committee commit-tee that careful planning and judicious ju-dicious spending are helping to stretch the wool promotion dol- lar. It will go still further, and produce even more, if the nation's wool growers give the wool promotion pro-motion program their determined, day-to-day support, he added. In addition to consumer advertising, ad-vertising, the intensified wool promotion program will include expanded operations of The Wool Bureau's Pacific Coast office in Los Angeles, Mr. Schmitt reported. |