Show Ad Writers Are Urged to Study Buying Motives Mrs Fred H H. Richardson president resl- resl dent of the l local al chapter of the American American Amer Amer- ican lean A. A Association of or College Women addressed l th the Salt SnIt Lake Advertising club at its It-i regular Monday luncheon at the chamb chamber r of ot commerce Margaret Margaret Mar Mar- garet Hackett advertising ad manager for OBrien O'Brien company compan pre pre- sided Mrs Richardson subjected advertising adver adver- Using to a customers customer's an analysis She said in her opinion advertising Is not written with a clear understanding understand understand- In ing mr of the consumers consumer's attitude She urged advertising ad writers to stud study their consumers' consumers needs and buying motives moUn's Mrs Richardson gave e an outline of ot the rc reasons ons buy and she sheal al also o told the club that many purchases purchases pur pur- chases are made as cs the result of ad advertising advertising nd- nd without the buyers buyer's being conscious of It at the time The Theet et effect ct of advertising ad however er the he heId said Id subtly works on the minds of buyers buers and does exert a powerful if unknown U Influence on their pur pur- i chases |