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Finance
lESENTING MARY LOUISE MARSHALL When
bank sponsors a program to appeal exusively to women it really is something ut of the ordinary. It's super unusual hen a bank co-sponsors a program with ther non-related advertisers.
But that's exactly the set-up for the avenport Bank and Trust Company in jnnection with its sponsorship of PrentingMary Louise Marshall over WOC, lavenport, la.
Radio is nothing new to the Davenport ank and Trust Company, and over a mg period of time the bank has used idio and other advertising in a vigorous impaign to sell bank services to the pubc.
In taking on sponsorship of this Monay through Friday series, 11:15-11:30 m., the bank had one particular objecve, one specific audience in mind. Bemse banking transactions are usually le responsibility of the man of the house,
ars of advertising by conventional leans have failed to remove from the verage woman's mind her fear of banks nd money matters in general. Thus, hen the time comes that the woman has o choice but to assume responsibility, er decisions in such matter are made difcult by the lack of adequate informaon.
To remedy this situation, the Davenort Bank and Trust Company carries
the story of banking directly inio iIk home by radio. In addition to explain ing bank services from the woman's poiiii of view, the l)ank makes its airtime available for public service announcements, thus lending supjwrt to civic projects and emphasizing the human side of its operations.
Since the program is sold on a joint sponsorship basis, a different advertiser each day, the bank, in its sponsorship of the series, associated itself with non-related advertisers, both the piesent group and those who might in the future take on sponsorship.
AIRFAX: Series has been on the WOC airwaves for 11 years.
Broadcast Schedule: Monday through Friday, 11:15
11:30 a.m.
Sponsor: Davenport Bank & Trust Co.
Station: WOC, Davenport, la.
Power: 5,000 watts.
COMMENT: While the opportunity to humanize banking services is one of the strong things that should recommend broadcast facilities to banks, very few financial institutions have taken advantage of this tremendous potiential. Here is an interesting step in the right direction, and one that should prove profitable for its sponsor. (Another interesting departure from the conventional institutional approach prevalent among banks is to be found in this issue. How Trinity State Bank, Fort Worth, Tex., makes successful use of hillbilly music: p. 315.)