NationsBank Corp. is rolling out a television advertising campaign stressing its array of products and ability to provide convenient service.
The new campaign, which started this week, is to run through Nov. 9 in the Charlotte, N.C., bank's 16-state market, which includes the District of Columbia.
The heaviest concentration of ads is running in the Midwest, where $240 billion-asset NationsBank is still trying to gain name recognition after buying Boatmen's Bancshares this year, said Grant O'Neal, senior vice president of brand management.
"We're still in an awareness-building mode there," he said. "The markets are not as familiar with our company."
The campaign, one of NationsBank's largest in geographic scope, and is also among the most varied in content, Mr. O'Neal said.
Six 30-second commercials target three key audience groups: families with children at home, small-business owners, and the wealthy.
The ads promote products and services including telephone banking and PC banking as well as home equity loans, small-business planning, and retirement planning.
"We're communicating a broad message about solutions with this campaign," said Mr. O'Neal.
