DFPA Lounches Biggesr Summer Sqles Promotion

First Use of Notionol Television By Any Wood Products Monufqcturer

The biggest sales promotion of its kind ever attempted in the building materials field gets under way May 21 when Douglas Fir Plywood Association launches a summer-long campaign under the theme "You Can Afford Expensive Ideas With Plywood."

The association is spending close to half a million dollars in the effort, which is keyed to the first use of television on a national scale by any wood produ,cts manufacturer. Beginning the latter part of this month, and running through June, DFPA will sponsor a series of commercials on NBC-TV's famed "HOME," the electronic magazine of the air starring Arlene Francis and Hugh Downs. This effort is backed by the most intensive magazine and newspaper advertising schedule in the plywood industry's historv.

New Ideas

The full impact of the entire advertising program is geared to plans for a whole nerv series of ideas for home improvement and better living. The plans are contained in a compact, tie-in merchandising kit for lumber dealers. The association is offering plans, counter display and win- banners \r'ithout charge. The kit is designed to rvork alone or to fit into local programs built around Operation Ilome Improvement.

Many of the items shown in the plans are featured in ads and commercials. The goal-to build sales of fir plywood to record levels during the summer months. Dealers rvho have not received the entire kit should call, wire or write Douglas Fir Plylvood Association, T,acoma 2, Washington.

Here are details of the program:

The free tie-in merchandising kit contains 36 plans folders, counter display, four window banners, ad mats, portfolio oI display suggestions ancl copy for local TV tie-in spots. The plans folders rvhich feature "Ideas for Your Home" emphasize exterior tlses for fir plyr,vood and about 40/. of. the projects shor,vn catl for this type of plywood.

There are three different folders. One covers interior decorating and furnishing ideas, one project for the out-ofdoors, and one plans for built-in storage units.

The lirst shorvs plans for a number of items that crystal-