Show What Makes Women Buy Bi ILls IUs well all live mer- mer merchants merchants chants and as well that practically all buying for thE th home is either actually done by women women or directed by them For this thiR reason the merchants merchant's great great- greatest greatest greatest est problem is to attract attract the favor favorable favorable favo able attention of women to his hi wares Women are alert to grasp rasp op- op opportunities opportunities op to secure merchandise at a bargain bar ain and they are arc more discriminating buyers than men as a rule They read advertise advertise- advertisements ments ments and act upon the information information tion obtained thereby In order to determine just what advertising mediums have the greatest influence on women's s buying b a survey recently made by bya bya ba a Los Log Angeles advertising club developed some some- interesting facts fact Replies from 1000 women of all a II I classes lasses c were obtained in answer r to t o a questionnaire listing the vai var var- var various b ious us advertising advertising- mediums medium and ask ask- askin ing in i ng what form of advertising in- in influenced in them most Newspapers rs were credited with wit h 1 greatest influence by 36 per cent centor cen t of or these women ma magazine azine adver 22 per cent street car ad- ad advertising ad advertising by a fraction over I Iper 1 t per cent announcement cards and ani id i pro program ram advertising by less than thai th 11 4 per cent while booklets ts 1 lets and circular letters influence LI LIless less than 2 per cent |