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.
programs, and specialized commercials are directed to each group.
MUSIC IS BEST
Ihe radio stations selected to carry these programs are the foreign language stations, which have a staff of highly trained foreign speaking announcers. These stations, are, also, the best equipped to carry the native music of each group.
In choosing the type program which has the greatest effectiveness of response, native music has been proved the most successful. The appeal of familiar music has been found to be strong among this audience. Music, known from childhood, holds for these peoples a strong sense of the traditions and histories of their native lands. Of 30 to 60 minutes duration, the programs consist mainly of recorded music, with carefully selected commercial announcements.
IHOUGHT must be given to the announcements, as each must be tailored to the particular group to which it is directed. The services available through the Foreign Division of the bank such as foreign remittances, foreign collection, foreign trade information, remittances to all parts of the world, foreign language and travel service are, of course, the subjects most stressed. These general commercials are handled by the station's staff announcers.
PERSONAL TOUCH HELPS
Messages of special interest, however, are often given by a foreign speaking member of the bank's staff, to emphasize the personal interest the bank has in the
customers of its Foreign Division, and in the events which hold for them a high point of interest. Developments such as the re-establishment of contacts permitting the transmitting of money to various foreign countries arc of special concern to this radio audience. Announcements of this type, we feel, are most effective when made to the radio audience by a member of the bank's staff, someone with whom a large portion of the audience may have had personal contact; with an audience so in need of a specialized service that the personal interest of the bank's Foreign Division expressed in this manner does much to create and continue the customer's good will.
FOLLOW-UPS ARE GOOD
lo secure the absolute results from radio advertising, a follow-up by direct mail has proved most effective. Excellent response has been obtained from brochures, written in the various languages of these foreign-speaking customers, when used as a supplement to the radio advertising. Special mailings of greetings to commemorate the traditional holidays of the various national groups, and the mailing of special items such as Jewish and Italian calendars can, also, do much towards expressing the personal interest of the bank to its customers in these various groupings. The effectiveness of the direct mail advertising is dependent upon the receptiveness of mind that the radio advertising has created. Thus the customer confidence that is gained through radio serves as the basis of all further advertising.
Q^rD
^
"The desire of an individual from a foreign land to hear his native tongue is infinitely higher than is his desire to read his native language. Thus, the radio audience among the foreign population is both numerically and socially more conclusive than the subscription lists of the language newspapers"
NOVEMBER, 1 946
• 383 9,