Article: Advertising Blitz Ahead as Concord, N.C.-Based Bank Takes Over Thrift.

Knight Ridder/Tribune Business News

Mar. 13 -- Bank signs for Home Federal Savings and Loan -- known for its home-spun TV commercials of chief executive Joe King and his grandchildren -- will be replaced with First Charter Corp. signs beginning on Thursday.

That move will be followed by a TV, radio and newspaper advertising blitz that will try to make First Charter a household word, according to First Charter spokesman Kevin Toomb, who was in Miami Friday for the TV commercial shooting. Toomb declined to say how much the bank is spending on advertising, but added it will be First Charter's first time on TV.

The giant banks "can outspend us," ...

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