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TILO ON THE AIR
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first board is put up, says Donnellon. He estimates that in New England, where Tilo concentrates its offices, 90% of all houses are frame.
"Our biggest selling point is that Tilo saves the home owner a lot of money.
"The average house has to be painted every three years. This costs about $600. Repairs add up to $30 a year. We save a homeowner as much as 30% of the annual fuel bill because of the insulation qualities of Tilo.
"When you add it all up, and prorate costs over a 10-year period, the customer is getting the siding or roofing free because of the money he's saved! Most important of all, he has permanent protection."
This is the type of commercial radio approach which Tilo uses:
"There is only one company devoted exclusively to home improvement and modernization that does all these four things: First, manufactures its own materials; second, trains the men who apply these materials; third, guarantees both materials and workmanship;
fourth, arranges convenient time payments. That company is Tilo.
"This means that when you deal with Tilo, you deal directly with a manufacturer who assumes full responsibility for all aspects of the work and, besides, eliminates the extra bother of making separate finance arrangements.
"Think of the worry and trouble and bother all this eliminates. Whatever you need for your home, whether it be painting or insulation, a new roof or new siding, think first of Tilo — -America's largest company of its kind. Forty years and a half million satisfied homeowners say Tilo is best for home modernization or improvement."
Tilo management and Moore agency executives think the best type of radio advertising for their specialized purpose is the use of established personalities working in established, wellaccepted shows.
That's why it buys one-minute participations in and adjacencies to news programs, music features and personality shows.
Its biggest news buy is five announcements weekly, Monday through Friday, on the Yankee network. Three commercials are aired at 9 a.m. on
Monday, Tuesday and Wednesday; two are aired at 6 p.m. on Thursday and Friday.
The same average of five announcements weekly is broadcast on each of the other radio stations. All commercials are aired from about 8:15 a.m. to 6 p.m., but the bulk are scheduled between 9 a.m. and noon.
Says Bolster:
"We figure sometime during that stretch of morning time the housewife is alone. She's gotten father off to work and the kids to school. Then, resting over a cup of coffee, she's more receptive to what we have to say."
Tilo buys time on radio stations located in nine of the 11 states in which it maintains field offices.
Two states are omitted. Nine offices in New Jersey, the company believes, are fully covered by a New York City station. And in Virginia, the single field office so far is insufficiently staffed to meet the demands which would come from a radio schedule. The agency sees little point in telling the public that Tilo services are available if there's not a full sales crew to circulate and take advantage of the broadcast messages.
Paul H. Raymer Co., National Representative
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