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NCMA cultivates mold character

Published Friday, August 01, 2003

The National Concrete Masonry Association's Mold Monster made his debut earlier this summer, appearing in advertisements placed in national trade publications such as Architectural Record, Construction Specifier and Builder. NCMA Director of Marketing Jerry Harke notes, “An attention-getter, the monster is intended to be a character we love to hate … an invited guest we'd all like to see leave the building. The monster will appear in a number of comic situations in future ads, but the message will always admonish designers and specifiers not to feed the mold!” Since mold growth requires moisture, oxygen, and a food ...

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