Broadcasting (Oct 1931-Dec 1932)

Radio as an Advertising Medium for Banks By PETER MICHELSON* Advertising Manager, Bank of America National Trust and Saving Association How the Bank of America Brought Return of Confidence; Fears of Undignified Publicity Are Held Foolish N THE years that I have been identified with banking, I have been trying to discover wherein fijbankers differ from the ordinary run of men. Our human reactions are about he same as Tom, Jim or Jack. We uffer from the same ills; our symathies are stirred in the same way is theirs; the same causes arouse Dur resentments; we enjoy the ;ame amusements together. What ■.vould happen to the golf courses Df America if bankers maintained he same character at play that ome do in office hours ? Why, then, are we apart from he rest of the business world ? I mean this seriously. As advertising manager for one of the country's great banks, it is my job o tell Tom, Jim or Jack about my iank in language that Tom, Jim r Jack can understand — their own anguage — if you please, the lanuage of the golf course, of the ofIce, of the shop. And this, any >ank advertising man will tell you the hardest thing we have to do. Question of Dignity fOU MAY ask what all this has o do with my subject, which is Radio As a Medium for Financial nstitutions." It has everything do with it. I have never discussed radio adertising with a bank group that meone did not raise the question s it dignified for a bank to go on e air?" These same men would not hesite to adopt a new posting maine that would increase efficiency add to safety. The explanation that bankers understand the osting machine, but they have ot yet familiarized themselves ith the modern approaches to ublic opinion, or rather, they have t yet learned how to help the blic to become acquainted with nkers. Bankers, if we are to assert the adership the people expect of us, .ust become articulate. We will ve to get down and mix with the owd. The Part of Radio EXISTING barriers are to be 7ercome, all the recognized and •oven forces of modern publicity ust be put to work. The job is g enough for all; all are needed. Radio, which has been described the new dimension of advertising, has its part — a very importit part, too, in a program of the -ope and character of this one. (it right now, let me say that , ither I nor the institution I repjsent, believes that radio could be I e whole or even the major part Recent address before the financial adtising departmental of the American Inute of Banking convention. THE AUSTERE dignity with which bankers view their vocation is given a jolt in this article by a representative of one of the largest western banks. In urging his colleagues to employ advertising media as a means of restoring confidence in financial institutions and thereby prosperity, Mr. Michelson gives some ideas that might well be used by broadcasters to persuade local bankers to take time on the air. The campaign inaugurated in California, he points out, is spreading over the country. of the advertising job. In fact, I would go even further by saying that we consider our newspaper advertising, with its constant appeal through repetition, as the backbone of the campaign. We need not concern ourselves with the question of dignity. Dignity— I would give my radio listeners "A Hot Time In The Old Town" if that would convey my message better than the aria from Aida. Good taste and common sense are the prime considerations in presenting a bank program to the family group. We need only conduct ourselves as we would if we were guests in that home. The unwelcome guest can be effectually ushered out through the simple operation of the radio dial. A Pattern for Others WITH THIS brief introduction, perhaps, it will be helpful to you if I briefly sketch the Bank of America's radio programs giving its whys and wherefores. When A. P. Giannini returned to the Bank of America as chairman of its board of directors, he called the advertising staff together and told them that he wanted Bank of America to do something constructive, somehing in a big way that Would be helpful to California, his native state. He said that he felt that fear, more than any other influence, was holding back recovery from the depression and if people could be made to forget their fears and return to normal habits of living, which meant saving with the banks — all of the banks — and buying thinks they needed, the battle would be more than half won. Money returned to banks would enable banks to release credit, which, in turn, would revive industry and increase employment. He said that we need not worry if other banks profited as a result of our advertising effort; we would derive our just share, anyway, and even if we did not the prosperity of other banks and the state, generally, could not help but bring Mr. Michelson better times to our own institution. Origin of a Name MR. GIANNINI said that a movement such as this, started here in California, which has suffered less than other states, might spread beyond our own borders and California could easily lead the nation to a sound prosperity. "We'll call it, 'Back to Good Times,' " said A. P. in his quick, incisive manner. And that was how the "Back to Good Times" movement, which has since been officially adopted by the state of California and carried forward by civic groups and thousands of business houses, received its inception. As a part of this state-wide movement, it was believed that a radio program, combining fine music with speakers, representing various industries and organizations throughout the state, would act as a powerful spearhead. We held that while, of course, the program itself would influence some deposits, its primary purpose would be to give inspiration and leadership to the people of the state, the personnel and stockholders of the bank. Along with this primary purpose, a radio program would also help to develop momentum for the movement by securing the endorsement of prominent leaders and would stimulate interest and favorable comment. This plan led naturally to the selection of prominent citizens to sponsor this movement by speaking over the air on our program. In selecting speakers, it was felt that: (1) They should represent as wide a range of interest and standing throughout the state as possible; (2) They should be equally divided between the northern and southern parts of the state; (3) They should be proven speakers who could deliver an important message in an interesting and convincing way. Music Carefully Chosen IN ADDITION to the speakers, we decided that the finest music obtainable should be used and that the musical numbers selected should be sympathetically related to a confidence building program. With this in mind, a concert orchestra, under the direction of Emil J. Polak, a nationally famous conductor, was organized and the orchestra supplemented by a group of talented soloists and ensemble singers. Each musical number is carefully selected to maintain the standard of the programs, to develop the right emotional feeling, and at the same time appeal to the widest group of listeners. The program announcer, Mr. Kilgore, was selected by voice test from among seven announcers, as best suited to represent the bank in speaking to the public. The bank's announcements, which Mr. Kilgore reads, are carefully written and tested by reading out loud to express and reiterate in varying forms, how California can lead the nation to sound prosperity. Following proven advertising procedure— the key messages are being repeated each week — variation being obtained by changes in the method of presentation and in the musical programs. As an additional variety feature, special guest artists have been added from time to time. Other Media Used THE OTHER forms of advertising used in this "Back to Good Times" campaign are newspapers, billboards, lobby and store displays, and direct mail. Since the campaign commenced on March 26, we have carried the advertising theme into 321 California newspapers in weekly advertisements. The same general message, briefed of course to fit the particu(Continued on page 22) 'igust 15, 1932 • BROADCASTING Page 7