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Believe it or not, there was a time not too many years ago when your nearest bank was not next to the produce department of your neighborhood supermarket; nor could you bank where you got your car's oil changed, rented videos, or bought floss.

Back then banking was serious business done in serious buildings by hushed, serious, and somberly dressed women and men who had all sworn solemn oaths to never smile, unless, of course, they were informing you that your loan application had been denied.

But today, banking is convenient. Everyone is on a first-name basis. Bankers want you to think of them as friends. Well, 'friends' don't charge you $25 if you are late paying them back the moneyyou borrowed for lunch the day before last payday. Nor do they charge a fee if you fall below a minimum balance in your checking or savings account. Nor do friends practice creative accounting and business procedures to increase the number of 'bad checks' they can charge you for.

So, while an advertising campaign may be wonderful, warm, fuzzy, funny, or even have a catchy tune, there's more involved in choosing a bank. We are, after all, talking about your money.

Some people get by with just a savings account. Some have just a checking. Some have both.Some have all that plus a market rate account. Some have a CD as well. Then we get to ATM cards,ATM/debit cards, and credit cards.

There is, to put it in marketing terms, "a lot of product" out there. How much of it do you need orwant? Once you decide that, the next question is the type of bank - or financial institution - you want to get it from. You are not limited to banks.

Many credit unions offer checking accounts and ATM services. Some brokerage houses do too, but without the FDIC insurance banks offer. There are online banks that are as close as your modem.More and more banks have online services as well as actual tellers you can walk up to on yourway to the frozen foods section of your supermarket. A few are even located in actual bankbuildings.

The first thing to do is figure out what you need, suggests CPA Ken Weir, of Ken Weir and Associates, in Bakersfield, CA, "and then go to the one that offers those services."

So if you don't need a business bank, don't go to one. If you do, do. If you need one with lots ofATM machines, go to one that offers lots of ATM machines. If you like one where you get to dealwith real people, "and you like to know the people who are in charge of your account, find onethat offers that. I like to know who I'm dealing with," Weir adds. But if you're happy "puttingcheck marks in boxes" on forms, at the ATM window, or on the Internet, and you don't like dealingwith people, "pick one that lets you do it your way."

In other words, shop for your bank the way you would a major purchase - like a car or a house.See if any are offering any sort of inducements. Some banks still do hand out toasters - and more.Several years ago my wife and I got a free trip to Hawaii by switching banks.

You are not married to your bank. You can switch. You can also open up a second account at anew bank to take advantage of special offers.

But make sure you know exactly what the banks you are considering have to offer - and whatthey charge for it.

While some people like to keep their money spread out - and some couples like to have their own cansimplify checking accounts at different banks - there is a lot to be said for having it all in one place. It can simplify life. If you do, make sure the bank offers linked accounts so you can move money from one account to another - preferably at the ATM window, over the phone, or via your computer.

You should also be looking for free checking. Some banks offer "really" free checking. Others offer "may be" free checking. It "may be" free if you have the right type of account, or if it's linked to another account, or if you maintain a minimum balance. Call around to find the best deal.

Some banks offering "may be" free accounts have high penalties of you ever fall below their minimum balance. Other offers "no frills" checking accounts that allow a certain number of freechecks every month, and they charge a high rate for anything over that.

The ATM policy is also important. If you use the ATM a lot, make sure you go with someone who has a lot of ATMs - and who doesn't charge you to use them. But find out if they charge you tocome in to the bank and deal with an actual human being. Depending upon the type of account you have, some banks actually charge extra for that, too.

Some banks offer ATM/debit cards that you use like a credit card with the money coming directly out of your checking account. For some reason some banks and retail establishments will charge you a fee to use it as a debit card, but there is no additional charge if you use it as a credit card.So make sure you understand their ATM/debit card policy.

Find out if you can get your paycheck, or government check, deposited directly into your account. Some banks offer better deals for people with direct deposit.

But one of the most important things to learn about banking is how to complain. If you think they are charging too much for service, complain. If they hit you with a $25 charge because someonegave you a bad check, complain. Ask them to reverse the charge.

Some banks have developed a fine technique to increase the number of checks they can bounce. They process the checks every day before they process the deposits. Let's say you've written $500 in checks, and then rush to the bank to deposit $500 to cover them. Now let's say that they all clear the same day.

Well, if the bank processes your deposits first, the checks you wrote will all clear. No problem. But if they process the checks first, one or more of them will bounce, and you will be hit with badcheck charges even though the money was there - just uncounted. And the fact that it was counted later doesn't erase the bad check charge.

If that happens to you, complain. Ask them to reverse the charges. If you don't get satisfaction, tell your friends about it - especially those friends who bank where you do - and make sure your bank knows that you plan to tell everyone you know about how they treated you.

Then vote with your feet. Switch banks. And tell both your old bank and the new one exactly why you are switching.

After all, there are other supermarkets that would be thrilled to have you do your banking withthem.