U. S. Radio (Jan-Dec 1961)

Can fm sell an idea? American Medical Assn. awaits results of fm idea campaign Results of fm campaign in 39 markets are now being analyzed by the American Medical Assn. and its ad agency, Klau-Van Pietersom-Dunlap, Milwaukee. Planners included, seated, I and r, Joseph C. Stodola, senior v. p. and agency creative dir.; Thomas F. Scannell, Jr., v. p.; standing, I to r, John Wussow, media buyer; Roy Heckenbach, asst. media dir.; Fred Crowl, radio-tv dir. How does fm build an "image" with opinion-molders? This is the question now being answered by the American Medical Assn., Chicago, and its advertising agency, Klau-Van Pietersom-Dunlap, Milwaukee. They're analyzing the media returns from their fm-sponsored "vote" regarding the government's proposed plan for medical care for the aged. The inherent value of the fm audience and the static-free medium which reaches them is seen in these media facts: o The behemoth association of more than 180,000 physicians selected only fm, newspapers and one health magazine to carry its message propounding the worth of the KerrMills legislation. • It selected 39 major fm radio markets contrasted with 26 news paper markets, all chosen by agency media and account people to reach opinion-molders and decision-makers at a level of influence in their communities. e One major plus for fm, of course, is the fact that many physicians have installed fm receivers in their waiting rooms and that the AMA "commercials" would reach a double audience of the group's own members as well as their patients. The fm radio campaign provided for the following media pattern: ® 104 one-minute transcribed announcements, e aired over a five-week period this spring on « these 39 major-market outlets. Fm was selected "because the campaign was aimed basically at the opinion leader— the individual with a college degree, with a better edu cation than the average person." So said Ed Ritz, v.p. in charge ol media at the agency. He thinks tin attracts listeners who "fit this profile quite well." The agency is now checking consumer as well as professional reaction to the special drive. Supplementing the campaign to back "the present Kerr-Mills law ;is a common sense approach to solving the problem (of medical care for the aged) that concerns us all" was an extensive merchandising program which provided for a "communication kit" distributed to all local medical societies. Many of these kits were sent out by the agency with print and broad cast material. For the latter, the kit contained scripts for one-minute announcements as well as transcriptions. Commenting on the copy themes, Joseph C. Stodola, senior vice president and creative director of KlauVan Pietersom-Dunlap agency said: "The social security approach seems to take all of the problems of the aged and hang them on the doctors, rather than society facing up to the problem. "Need for medicine is one part, but other factors include giving the aged outlets in the way of activities." He said the American Medical Assn.'s idea is "to help those who need help." Fm markets used in the campaign included: Beverly Hills, San Diego, San Francisco, Denver, Hartford, Washington, Miami. Atlanta, Chicago, Indianapolis, Baltimore. Boston, Worcester, Detroit, Minneapolis, Kansas City, St. Louis, Buffalo, Albany-Troy-Schenectady, Binghamton, Ithaca-Elmira, Jamestown, Syracuse, Olean, Poughkeepsie, Rochester, Utica-Rome, Cincinnati, Cleveland, Portland (Ore.), Pittsburgh, Allentown-Bethlehem-Easton, Philadelphia, Providence, Dallas, Seattle, Houston. Memphis, and Milwaukee, a total of 39. ' ■ 8 U. S. FM • June 1961