b'Sales By DONOLLESHEIMERPitch (SINGBRIGHTLY)"Yourt-t-t-tummymust advertise, not only on radio or tele businessinFerndale,Michiganandhere cantell.Yourt-t-t-tastercantell.Sun visionbut innewspapersand magazinesis his "song of sales pitch." white\'sthegoodbread!Yummy,sweil.as well."When a roof-roof-roof is leaking. Tastethedifference,it\'sforyou.Finer,In all of these media, he must findtheDon\'taround and swear stamp Fresher.Flavortoo!Sunwhite-Alaska\'sone best way to attract and keep attention Call a man who\'s business is the business finest breadto reach you with his selling message soof repair: 1" It\'sbeen saidthat apicture\'sworthathat the next timeyouhead into a groceryCall a roofer, Call a Rooferthousandwords.But notifthosewordsordepartmentstorehisproductwillbeCall John Doe. etc." boast the praises of some product and areremembered-and purchased.\'\'I\'ve got a roof. You\'ve got a roof tailoredto acatchy tune!Then theyareWith radio, the jingle or singing com But my roofs feeling swell, worth athousand pictures.mercial has the strongest power of sugges For I\'ve got aroof that is maintained by Easy to remember as the phone numbertion. A singing commercial is usually easya man that knows it well, of apretty blonde, andnumerousastheto listen to and easy to remember. By con By a roofer, By a roofer, By a roofer. products they sell, commercial jingles ringstantlysuggesting,inthiseasy-to-takeBy John Doe, etc." out overradio and TV.form, the advertiser is, in effect, convincingAnnouncer: "Good evening Mr. Kragg, Thecatchyjinglehasbeencalledtheyou toremember his product.May we ask what you have in those glass most brilliant advertising idea since Cleo Sing the praisesof Sunwhite- Alaska\'sjars. patra CaJlle to Caesar rolled up in a Persianfinestbread often enoughand lo and be Roofer:"Roofleaks." rug.holditsoonwillbeAlaska\'sfavoriteA."Pardon." Why do they work? Why dowe hearbread. Assuming that it is as good as theyR."Roof leaks.You\'d be surprisedat them . even when we don\'t listen?sayitis.Noamountof advertisingcanthenumber of people who have never acEducationalpsychologiststellusthatmake abad product popular in the longtually seen one." repetition is one of the easiest and quickestrun.A."Mmmm, yes, Isuppose." waystoteach.Arepetitiouspattern,re Nearly all of America\'s largest and mostR."Well,they\'veseentheresult,the peatedoftenenough, staysinthemind.successful businesses will testify to the ef cracked ceiling, stains or maybe even the Some pre-school children can count upfectiveness of a jingle as a means to stim dripping water." to100beforetheyevenknowwhataulatesales. Each year, millions of advertis A."And you\'ve?" numbermeans.Theydon\'tknowwhatingdollarsarespenttoplayjinglesonR. "Yes. I had my man finda few so I they\'recounting, or why,but they count.radio. By the same token, many large com could show them here tonight." When you stop to think about it, countingpanies will spend $50,000 to $100,000 aA."They\'reinsidetheseglassjars?" up to 100 isn\'t at all difficult. After you\'veweek on a TV show, just so that they canR."Oh. Yes. They\'re quite hard to find learned the first 13 numbers, it\'s all repeti beassuredof an audience toheartheirsometimes and Ididn\'t want them to get tion. And music with very basic rhythm issinging commercials.away." even easierto learn than numbersare.Local business too, recognizethe value"Ifyour roof is shingle or flat Successful commercial jingles are repeti of ajingletostimulate sales and improveAndthe rain comes"Rat-a-tat-tat." tive-lyrics and music. They\'re in the formtheirimage.Don\'t despair or tear your hair, of little rhymes, which makes them all theButwheredotheycomefrom,theseCall Doe Roofing for all repair." easier to learn. June-moon-spoon."jingle sells." There are companies around Once we\'ve learned a little ditty, a proc the country which are set up for the sole esscalledreinforcement begins.Constantpurpose of writing and selling sales pitches exposure-hours of radio and TV aday in song.One of the best known is Tele jJ plants the tune firmlyin themind.EvenSound Productions of Washington, D. C., whenwe\'renot awareoflisteningtoawhichhascreatedandsoldover11,000 radiocommercial,ifit\'swithinhearingjingles. range, it\'sgetting to us.The littlejingleProducing an exclusive jingle is an exis reinforced .we remember it. Wepensiveoperationandmanysmalladand evenfindourselveshummingitaswevertisers can\'t afford one. So they purchase would a pop tune.from Tele-Soundaready madejingle. What\'s the point, you ask. Why do ad Intothisarea hasrecentlymovedthe vertisers go to all this trouble?roofing, siding and buildingimprovement Any advertiser is interested in one thingindustry\'s poet laureate, Don Ollesheimer, -sellinghismerchandise.To do this, heoperator of the Ollesheimer roofing supply OCTOBER,196311'