CATIFORNIA LEADS ENTIRE NATION IN 1957 CONSTRUCTION

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L.A. Builder Produces Sell-Ouf Using Product Brqnd Promotion

A new concept in the field of volume house-sellingusing a local all-media, advertising-merchandising campaign keyed exclusively to brand-name products and materials nationally advertised in Life Magazine, produced a sell-out by the end of the first week of the initial 120-unit section of a Southern California new home development, according to Willard \,&-oodrow, president of Aldon Construction Company of Los Angeles.

In New York, reporting to manufacturers participating in the unique selling program, Woodrow indicated great enthusiasm for the new sales promotion plan. He intends to use it to build and sell a total ol 2,M new homes this year.

The first Aldon sales are at a San Fernando Valley project, called Northridge Plaza. It consists of. 476 homes. Work began on the first unit of 120 houses May 26. Four weeks later, the first newspaper ad ran, followed by a four-day saturation radio and TV campaign. At the beginning of the sixth week the model homes were opened to the publicand at the end of that week the entire 120-house section was sold. All above advertising and 5O billboards scattered through the area, point-of-sale promotion, and consumer literature were tied-in with the slogan "Built With Famous Products Advertised in Life."

The products selected by Aldon to be featured in the promotion include U.S. Plywood-weldwood paneling, Celotex-Quiet-Zone ceiling tile-insulation, and JohnsManville-Seal-O-Matic shingles.

Willard Woodrow, 40, started the Aldon Corporation Company in 1945. The firm is now one of the nation's top home-building concerns. Sales in 1956 totaled $38,000,000. In the past 12 years, the company has built and sold over 26,W0 houses.

Auality

lmported ond Domesflc HARDWOOD PI.YWOOD

Stngle Ply DOUGLAS FIR & WHITE PINE PTYWOOD

Hardboard

CefotexForesf Hardboard

24 Hour Delivery Service

Csrlosd Quofotion on Reguesl

Ulliuercity 3-5731 LUdlow | -2149

Wholesole Only l405l 5o. Morquordt 5t., Norwqlk, Colifornic P.O. Box 485