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Frugal sell — lavish payoff
Savings and loan association deposits no commercials in tv film features, gets interest — and deposits — in return
■ The "soft, soft sell" and perhaps the ultimate in motion picture sponsorship image building on television — uninterrupted film showings — has paid handsome dividends for Atlanta Federal Savings & Loan Assn.
Georgia's largest S&L, through George Crumbley Advertising, is a staunch advocate of air media, and a firm believer that the way to win the public as friends and customers is through an advertising policy that is "in the public service." And, though a relative newcomer to extensive tv use, Atlanta Federal's approach to film sponsorship has scored heavily with viewers.
As a result of the keen competition among financial institutions in growth-minded Atlanta, the S&L company (one of the city's largest local advertisers) decided late last year to move into video in a big way. It is the only S&L currently using tv in the city, with competition battling in other media.
With typical financial institution caution, Atlanta Federal keeps its advertising budget secret, but a spokesman notes that at this time just under half of its total ad expenditure goes to broadcast. This represents a substantial increase in outlays for air media, with tv receiving the lion's share.
Watching a run through of one of Atlanta Federal's "soft, soft sell" commercials are (l-r) Rusty Bruton, production manager of WSB-TV; Mrs. Bett Johnson, the S&L's assistant vice president for advertising and public relations; and Johnny Beckman, who is the sponsor's on-air personality.
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The S&L's most successful tv venture to date has been Thousandaire Theater, aired each month on WSB-TV. Atlanta Federal experimented with its initial broadcast in , this film series by presenting mes , sages only at the beginning and end of the picture. The immediate response to this format was so tremendous that the association has , followed it for all film showings.
Videotape commercials used only < at the open and close range from one to three minutes in length and i feature Johnny Beckman, a well known local personality who delivers the low pressure sell. Once or twice during the film, an "Uninterrupted by Atlanta Federal" slide is superimposed at points that do not, the client insists, interfere with the continuity of the movie.
"Hundreds of letters expressing gratitude" were received by the sponsor following the initial showing, says WSB-TV's production manager. Rusty Bruton. "Some of the letters said that they were transferring their business to Atlanta Federal in appreciation of the gesture," he continues. The station also received scores of laudatory letters and phone calls. And the accolades have continued to pour in.
Noting this, Atlanta Federal's assistant vice president for ladvertising and public relations, Mrs. Bett Johnson, offers this advice: "1 recommend heartily the use of uninterrupted movies for any advertiser, not only for viewer reaction but for sure fire business results."
Atlanta's newspapers have also paid tribute to the association's uninterrupted film showings. The Constitiit'-on's Paul Jones points out that prior to Atlanta Federal, viewers in
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