Research is useless unless you do something about it. The ABA research presented in this special supplement plainly calls for action.
The ABA's new advertising campaign "Nothing works like money in the bank" has arrived at a very good time. Millions of advertising dollars go to brush up tarnished images, stem market erosion, and position industries in a favorable light with consumers and opinion leaders. Architects, pharmacists, and the dairy industry have run campaigns on behalf of their professions. I do not believe all those industries would spend those millions if they didn't think it worked.
We don't plan to paint a white mustache on every banker in America, but we do want to see many bankers involved. Advertising works. I've seen it work in politics and in banking.
Why is this the right time for an industry ad campaign for banking? Banks have never been more profitable, which means we can afford a campaign. And we've never had more reason to take our message to the American public, as this research plainly tells us.
The banking industry …