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    21. Dairymen should give optimism for the future a good try and forget the gloom and doom

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    22. Dairymen should work to make a good thing better through positive thinking and action

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    23. Develop your message very carefully after you determine your audience

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    24. Don't be a pot calling the kettle black - dairymen don't have to be fact-stretchers

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    25. Don't overlook new research in trying to understand various population segments

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    26. Don't overlook the rapidly growing racial and ethnic groups in your market planning

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    27. Editorial writers and cartoonists are back to work on dairy foods and dairy farmers

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    28. For best results, define carefully what reaction you expect from your audience

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    29. Gain in urban control over legislative bodies spotlights need for increased understanding

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    30. Heart disease developments require careful interpretation to avoid misunderstanding

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    31. Heart disease problems may be around a long time-- dairymen cannot ignore it

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    32. How to communicate with teenagers is a continuing and perplexing problem

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    33. Ignorance about causes of heart disease will continue to pose problems for food industries

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    34. It's risky to put too much faith in any one theory of how human beings behave

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    35. Know your target and aim for it; don't direct messages to the wrong audiences

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    36. Let's take action to reach teen-age girls with a strong milk message

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    37. Market research studies pile up more ideas that may help in improving the milk market

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    38. Milk is still highly respected-- dairymen must repeat often the reason

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    40. New York committee for increased milk use helps industry solve public relations problems

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