The Washington times., 1927-03-24
ADS Bis HELP
To BANKS
BY RICHARD HATTON

More than usual interest is being
manifested by Washington banks in
the information recently furnished
them in regard to the Financial
Advertisers Association.
It has been firmly established in
recent years that there is distinct
value to properly written and advan.
fageously placed financial advertis-
ing and the Financial Advertisers
Association is composed of banks,
trust companies and investment
houses engaged in increasing their
business through the utilization Of
expert advertising knowledge.
While there are In many banking
institutions officials capable of pre-
pairing the matter which it is
desired to get before the public
through advertising mediums. no
one busy bank official, 1t is
remarked. can offer as satisfactory
service as Is available through the
pooled experiences and digested data
Of q whole nations efforts in bust
ness development for over 10 years
which is available through the
Financial Advertisers Association.
Members of the association here
give the following as some of the
outstanding points in the organiza.
tons service: Information upon
developing q successful industrial
savings department, the develop
ment Of woman's department, how
70 treat closed savings accounts,
how to develop dormant savings
accounts. how to stage employees
4 contests. how to inaugurate personal
solicitation of trust business.
Another angle is found in the
information available upon the best
methods Of advertising for savings,
trusts. and investment business.
The association, also, has at hand
for its membership invaluable iffor-
nation ON host Of subjects. as for
how best to use outdoor advertis-
ing, savings club advertising. direct
mail advertising. mass plan adver-
Using. and other similar methods.
According to those who have
investigated the workings of the
association and have found it to
their advantage to become members
IL IL said that the following special
subjects are treated in a scientific
advertising manner through its SER
vice: Preparation of window display
advertising. the development of
attractive statements. safe deposit
advertising, community trust adver-
Using. Industrial advertising. the
publication of a house organ. how
TO advertise new building. how to
decorate a lobby. how to advertise
an anniversary and to conduct an
institutional campaign.
The above covers wide range of
advertising. both as to the number
of items a bank or trust company
has on its shelves to sell and the
range Of mediums through which
the message may be given to the
public. Many bankers have been
surprised when it has been pointed
cut. to them what a large list of
merchandise they really have on
hand. 1t seems to be generally
admitted that modern banking prac-
tfce requires publicity and advertis-
ing in the same manner that mod
ern merchandising requires expert
advertising handling and it is
because Of this that the Financial
Advertisers Association came into
being and is now rendering a valu.
able service to its members.
President William r. Ham an
Aounced today that the Potomac
Electric Power Company had ar
ranged with the National City Bank
of New York. trustee for its general
and refunding bonds. that the Z
jper cent bonds called for redemp-
ton on April l, 1927, may be
redeemed either at the National City
Bank In New York or at the Ameri-
can Security and Trust Company
IN this city.
\ This has been done for the con-
venience Of holders Of these bonds
locally. who will. in this way, be
Naved the trouble and expense Of
forwarding their bonds to New York
Tor redemption.
The course In money and credit
conducted by Frederick p. H. Sid
done, secretary of the American
Security and Trust Company, for
the National University of Econom-
les and Government. is attracting
considerable favorable comment and
has been largely attended. Credit
being vital to our present day busi-
ness structure together with the
grasp OF the subject indicated by
the lecturer. have served to greatly
increase the enrolment in this class.
A number Of sections Of the Nc.
Fadden bill were discussed and
explained by III. Fl. Mckee at the
regular group luncheon of the Dis
trict of Columbia Bankers Associa.
ton Wednesday. Mr.. Mckee is
regarded as one u the best informed
bankers in the country upon this
subject and his explanations were
clear and concise. uncovering sew.