| Show ADS WILL TELL BANKERS BANKERS' STORY American Bankers Association President Announces Move to Stimulate Newspaper Advertising NEW YORK Plans Piana Plans for stimulating wider use cf Informative newspaper advertising by banks in promoting public public pub pub- lic He understanding and confidence in regard re roo gard to existing banking conditions and methods nave have been announced by R. R S. S Hecht President of or the American Bankers flankers Association as a n part of or his lila organizations organization's activities in aid of or busl busI nUu U Y YA x J. A general groundwork was prepared through a nationwide survey of advertising advertising adver by banks relative to their willingness willingness will will- to extend Justifiable loans to Industry and trade This he be said revealed revealed re reo re- re that a large number in all parts of or the are pursuing aggressive policies along this line and encouraging encouragIng ing tag their customers to develop forward I looking business plans It is our aim to aid In fostering this constructive atti atti- attitude tude tudo wherever possible he ho said The Theme of New Advertising The associations association's Advertising Department De Do under the direct supervision of ot the general genera executive officers has bas prepared at the headquarters in NewYork New NewYork NewYork York City an informative advertising series or Lor the use uso of ot member banks Inthe in tho the association to aid thorn them in developing develop develop- ing In their own communities better general public understanding regard regardIng Ing lug banking Mr Hecht said The underlying theme of this advertising advertising adver Is that sound banking is based on helpful human relations and that it has hasa a n unity of Interest with the tho people of or orIts Its community which binds them together together together to to- gether with a n common purpose he said We are confident that if It a clear understanding understanding un of this is brought home to the people In all our banking communities ties it will go far Tar in restoring the pub pubS tic He confidence which good banking de do- serves A bank in which people veople de de- de 2 believe is doubly safe it Is to the public interest for the people to have confidence In their banks The Place of Advertising Ad We feel that bank advertising has a I special public duty to perform in this I connection under existing conditions The copy which will be supplied in the service we have developed will not only aid the individual bank in promoting the use of Its own facilities but is also aimed to bring about with the tho aid of newspaper advertising a clearer public viewpoint regarding the essential part it occupies in the tho life of its ty Mr Hecht emphasized in regard to the new advertising facilities being of of- to the members of the association that they are not a n profit making venture ven von ture turo and that there is no Intention to disturb existing advertising arrangements arrangements arrange arrange- ments the idea being that these institutional services shall supplement rather than replace present plans or that they will give assistance to member mem memo member ber banks now lacking satisfactory ar are ar- ar |
