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LOOK OUT..
ERMITES!
Radio will get you in Pittsburgh
^ Termite exterminator finds light-hearted radio hokum superior to jjrim visual portrayals, does record business
H
ow would you like to see a swarm of termites crawling across your tv screen five nights a week?
I he question would be less squeamish and li - ihciirelical if \ou were in the termite-exterminating business or. for that mailer, in any business
w here youi actual | lucl portray al
evokes a w ince.
Iri tnitol < .0. in Pittsbui gh is such a compan) . I hej had dis« o\ ered in past j ears thai Lei mites in newspaper ails aren't appealing, and termites on t\ -lulllake mi somewhat the character
istics <>l a trailer for a Shock movie. Moreover, this drawback is compounded by the fact that termitekilling is a seasonal business. In Pittshui fib. \ on have lo w rap up voui major sales between March and June hence Mm need a dramatic -ell ill
fast doses.
To get that effect — withoul -heck inn prospects half lo death Termitol ihi \ear decided lo emphasize a
medium used onlj as backup for
newspapers and i\ before: spot radio.
"The main reason for sw itchine to
spot radio." sa\s Termitol president L. L. Crosby, "was our need for a medium that would give us a lighthearted lead-in to a prett) serious business.
In essence, the Termitol approach' was t<> create a veritable carnival in and anuind Pittsburgh for the three months of the termite season.
\n agenc) switch in Februarv broughl the Termitol topside presidenl I.. I.. ( 'io-b\. hi> brother Stanlord. \.|).. and son William, secretar\ into association with Price & Price. Pittsburgh agenc) beaded b\ two brothers president Hairy and exec \ .p. John.
The job was to find a combination of advertising elements that would
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SPONSOR
16 m\y 1959