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Show ADS . , WILL VJlll TELL . _ BANKERS ' Sm STORY SmAmeilcan STORYAmer Arnel Amer Ameilcan ican Bankers Assodation Association AssodationPresident AssociationPresident AssociationPresident President Announces l\Iove l Iove Move lIoveto Moveto \ Moveto to Stimulate Newspaper NewspaperI NewspaperAdvertising NewspaperAdvertising NewspaperAdvertising NewspaperAdvertisingNEW Advertising AdvertisingNEW I NEW YORhPlans YORKPlans YORK YORh . -Plans Plans - Plans tor ror for stimulating stimulatingwIder stimulatingwider stimulatingwider I INEW wIder use ol ot 01 lnf01 Infoimatlve lnfotmattve mative nowspapel newspaper newspaperadvertising nowspapeladvertising nowspapeladvertising advertising by banks banhs in promoting pub publie pubtic publie lie tic undetstancltng umlei unclel standing stantlmg and confidence in re regard regard regard gard to e existing lsttn ( ; banking banldng bashing condltlons conditions condltlonsand conditionsand conditionsand and methods have hav been announced bvR b bi biR R S Hecht President of the American AmericanBankers AmericanBankers AmericanBankers Bankers Association , as a pal pait pact t of o ( hl his hisorganization hnorganizations orgamzatlon organization s acth actin activities fUes sties In aid of busl bust buslness bustness buslness ness lecovery tecovery lecoveryA tecoveryA A general groundwoik groundwol groundwork k was pl prepared preparedthrough pieparedthrough epared eparedthrough through a nationwide survey of adver adver- adverUsing advertising - - tising Usmg Using by banks banhs relative to their wlll will wlllingness willingness willIngness ingness to p extend .tend tend > . justifiable loans to toIndustry toindustry toIndustry Industry and trade Thix Thlw ThL , he said , re revealed revealed vealed that a large number In all parts partsof partsof of the country are pursuing aggressive aggressivepolIcies aggressivepolicies aggressivepolicies polIcies along this line and encourag encouraging encouraglug encouraging ing lug their customers to develop forward forwardlooking forwardlooking forwardlooking looking business plans ' . It Is our aim to toaid toaid toaid aid in fostering this constructive attl atti attltude attitulle attitude tude tulle \ whenever ssheneser . hene . er possible , " , " he saidThe said saidThe The TIle Theme of New AdvertisingThe Advertising AdvertisingThe The associations assoclatlcn association , s Advertising De Department Departnrent Department partment partnrent , under the direct supel super vision visionof visionof of the general executive olhcers ollicers officers , has hasprepared hasprepared hasprepared prepared , at the headquarters In New NewYork NewYork NewYork York City , an informative Inrormative advertising advertisingserIes advertisingseries advertisingseries serIes for the use of member banks In Inthe inthe Inthe the association to aid them In developIng develop developIng developing Ing In their own communities better bettergeneral bettergeneral bettergeneral general public understanding regard regardIng regarding regarding Ing banking banldng . , \ Air l\1r l 1r Mr Hecht said ' The undellymg underlying undei lying theme of or this adver advertislng advertising adverUsing tislng tising is 1'3 13 h ' that sound banking is based on onhelpful onhelpful onhelpful helpful human relations relatlOns and that it has hasa hasa hasa a unity of Interest with the people of ofits ofits ofits its community which binds them to- to toetBer toget to together - - get gether etBer er 't t ' 1\ 1 \ with 1Hh Hh 1h a 0 common ccpuuon C pllUon purpose vurvose , " he hesaid hesaid besaid said ' We are confident that It Ir a clear un understandlng understanding understanding derstandlng derstanding of this Is brought home to tothe tothe tothe the people In all our banking banhlng communi communities communities communities publie public ties , it will wlll go tar far In restoring the pub lic lie confidence which good banking banlrlng de deserves deserves deserves serves A bank In which people de deservedly deservedly deecrvedly servedly believe Is doubly sate safe , it IB Is to io tothe iothe othe the public pubUc Interest for fOT the people to toha tohate tohave ha\ ha hae hate \ e confidence in their banksThe banks banhs banksThe The Place of Advertising ' * We feel that Uhlt bank banl advertising has a aspecial aspecial aspecial special public vubhc duty to perform in this thisconnection thisconnection thisconnection connection under existing e\.lsting e.lsting e .lsting lsting ' \ . conditions conditionsThe conditionsThe conditionsThe The copy which will be supplied In tho thoservice thoservice theservice service we have do\ do dos developed doeloped \ eloped will wlll not only onlyaid onlyaid onlyaid aid promotingthe the individual bank In promoting the use of its 0\\ 0 own 0n ' \ n facilities but la Is also alsoaimed alsoaimed alsoaimed aimed to bring brmg about with the aid of ofnSspaper ofnewspaper ofnewspaper nS\\spaper nS spaper newspaper ' \ advertising advertlsll1g a clearer public publicsfenpoint publicviewpoint fepoint sfenpoint . fe\\ fe \ point regirding reg'lrdmg reglrdmg regarding ' the essential part partIt It occupies in m to tbe the life hfe of its communi community ty tyMr " totbe tothe Mr Hecht emphasized emphJ.slzed emphJslzed . in legal i icgaid egal d to the new advertising aderUslng ahertising ad\ ad \ erUslng facilities facihhcs being ot of . ottered tered to the members of or the tho assocIation that that associationthat they they not are a profit making ma1.lllg ma1lllg . ven yen todisturb todlBturb ture venture yenture and that there Is no intention intentfoA to dlBturb disturb existing exfsUng advertlslflfi nc1vcrUslni advertising arrange arrangements ments , tho the idea being that these theBe insU ineti institutlonal insUtutional inetitutional tutional services shall supplement supplementrather rather than replace present plans plana , or that orthat they will give assistance to mem mein ber her memher member meinher banks now lacking satisfactory are ar- ar - - ar-rangcmonta ar rangcmonta arerangcmmts arrangements arrangcmontati rangcmmts rangements ( rangementsThe ti fislthan The average i ? Amencan American Amen cats is less fISh than does the average inhabItant inhabItantof of any inhabitantany ofany other country . , _ . . |