We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
W. O. DuVall,
president of Atlanta Federal
Savings & Loan Assn.
the city "had tried in vain" to convince stations and sponsors to reiduce commercials, "but now the message has gotten through to the men responsible for presenting such entertainment," with extremely pleasing results all around.
The success of the film presentations has spread beyond Atlanta and other S&L institutions in Miami, Dallas and other cities have made inquiries to WSB-TV regarding Atlanta Federal's format.
The S&L followed its policy of ("viewer consideration" during its * recent sponsorship of a special halfhour film keyed to the city's Civil War Centennial celebration. Death
Knell — Atlanta, 1864! was aired on WAII-TV, and the only sponsor identification during the showing was a "Presented by Atlanta Federal Savings" credit at the opening and close of the film. No other messages were used.
The production was so enthusiastically received that a repeat showing was broadcast, with the same absence of commercial messages.
Ever aware of the benefits of good public relations, Atlanta Federal has found other uses for the film since its video sponsorship. The S&L has had 16mm prints made, and they are available for distribution to civic groups, schools, clubs, churches.
etc. throughout the nation. A copy has even been requested by the National Archives in Washington.
This distribution is a logical extension of Atlanta Federal's tv film sponsorship, and is expected to have long term benefits for the S&L similiar to the goodwill resulting from uninterrupted film telecasts.
The interest expressed by other associations in this commercial format for film showings could herald a savings and loan movement to tv. The service-conscious financial industry may have found a new device for influencing viewers and winning customers in the increasingly competitive battle for saving dollars. ♦
Lone tv spot gets radio boost
Checking the storyboard for BusinesScope's combination of institutional sell and business news are (l-r) KHOU-TV's Tom Dowden, and sponsor S. R. Jones, president of First Pasadena State Bank.
How can a conservative, image-conscious institution like a bank best use air media to reach businessmen? First Pasadena State Bank (Houston, Tex.), for one, has an answer — a tv combination of business news sandwiched between two soft sells aired during the dinner hour.
Called BusinesScope, the one-minute tv announcements feature a 30 to 40-second middle segment devoted to the week's top business story in the Houston-Pasadena area. This segment is preceded and followed by 10-second institutional soft sells.
The "package" commercial is aired each Friday within a 6 to 6:30 p.m. local news broadcast on Corinthian Broadcasting's KHOU-TV.
First Pasadena has been so satisfied with its resulting image that it has renewed BusinesScope for a second 13 weeks via Kaplan-Chamberlin.
Indications point to the possibility of other advertisers adopting the format. KHOU-TV reports that it has received several inquiries from potential clients who have expressed interest in combining business news with an institutional opening and close. First Pasadena is so happy with their tv minute — once a week — that they're promoting it with a spot radio campaign!
K> November 2, 1964
43