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"Qui whole program hinges on the farm directors," explains Mr. Palmer. "As a matter of fact, we do not select stations simply on the basis of ratings or coverage. We feel that the farm director is in close contact with the people in his area and exerts a great influence through his personality. He not only knows farmers, but local businessmen, and many on a personal basis. He is a key factor in our decision as to what station to buy," Mr. Palmer says.
Once the station is selected, Cunningham 8c Walsh buys farm programs solely where possible. The usual practice is to sponsor a fiveminute slot of a program, using an opening and closing billboard and a one-minute commercial. The frequency ranges from three to five programs a week. If time is unavailable on a farm program, the agency buys three one-minute adjacencies per week.
"All spots must be delivered live by a farm director," Mr. Palmer ex
plains, "ami this is the basis lor what we believe to be a rather unique copy approach. The farm director receives no copy, transcription or fact sheet from the agency. Instead, we send him literature on Aureomycin and a list of 'ground rules' which covers the 'don't's' instead of the 'do's'."
Agency Suggestions
Here are excerpts from agency instructions to the farm directors:
"Enclosed you will find a booklet titled 'What An Antibiotic in Feed Can Do for You.' The first six pages of this booklet contain the basic story of Aureomycin, what it is, how it works and why it works. The remainder of the booklet discusses Aureomycin as a Iced additive. Second is a folder called 'How to Use Aureomycin.' In its pages you will find a brief summary of the uses of Aureomycin in animal health (veterinary) products. The third book bearing
the label of 'Aureomycin Crumbles' is a rathei comprehensive facl sheet on this new and important health product. The fourth item is a set of 13 'ground rules' governing commercial structure."
Armed with this material, the farm director prepares his own copy. Cunningham & Walsh prefers this method for a number of reasons: First, the farm director flavors the commercial with his own personality; second, he is aware of changes in agricultural conditions that would call for a change in copy; third, he can write the commercial on whatever farm animal is predominant in his area — livestock, poultry.
A fourth reason for giving the farm director a wide latitude with copy is the testimonial. Often a farm director, when in the field, will interview a farmer who uses one of the Aureomycin products. The farmer will explain why and how he uses Aureomycin and give a run-down of the resit Its. Whenever adaptable, an
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