The Advertising Copy Strategy Was to Sell the Improvement

The objective of the Jumbo-Koter advertising was to communicate to paint and hardware stores that a new improved mini-roller was coming on the market and that this mini- roller would be available only from the Wooster Brush Company. The magazine advertising described the professional grip on the frame, which is important to the professional painter because the frame will not unthread itself when it is used with a Wooster professional extension pole. The advertising explained that the cage frame was new to mini-rollers and was important to painters because it rolls freely . It also explained that use of the cage frame actually costs less than the use of the mini-rollers currently on the market because it is not necessary to buy expensive refill covers with all of the works inside.

Wooster used trade advertisements that took advantage of the strong reputation of the Wooster Brush Company name . These advertisements explained that the new Jumbo-Koter mini-rollers used the Wooster fabrics that professional painters already knew and loved to use. They emphasized that these new mini-rollers rolled smoothly and required fewer trips to the paint bucket because they held more paint and did not stop rolling. The net result was less cost to the painter.