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Show tA . " -WHAT WHAT 1VHAT 1YHAT - lfAKES"rOllEN \ MAKES l\fAKES l fAKES " WOMEN "rOl\lEN "rOl rOl lEN \ BUY , . r n r . ? _ - _ - It is well welI known by all live lne he mer- mer merchants mer mer- merchants merchants - chants , and by husbands as well , , . that thatpractically thatpractically thatpractically practically all buying buymg for the home is iseIther iseither iseither eIther actually done by women or di- di directed directed di directed - rected by them For this red.Son redSon reason re . ison themerchant the themerchant themerchants merchant s greatest greate.t greatet greate-t greate t . - problem is to at- at attract at attract . - tract the favorable attention of womento v.omen vomen women v.omento . womento to his waresWomen waresWomen wares waresWomen Women are alert to grasp opportun opportun- oppcrtun- oppcrtun oppcrtunities opportunities opportunities - ities to secure merchandise at a bargain bar- bar bargam bar bargain - gain gam and they tl"ey tley " are more d1scriminatmg discriminating d1scriminatmgbuyers discriminatingbuyers discriminatingbuyers buyers than men , as a . a , rule . They Theyread Theyread Theyread read ad advertisements , ertisements and act upon the theinformation theinformation theinformation information obtained therebyIn thereby therebyIn In order to determine Justhat just \ what \hat hat , ad- ad advertising advertising ad advertising - vertising mediums medmms have the greatest greatestmfluence greatestmfluence greatestinfluence mfluence on vvoniens \ w omen omens s buying bumg ) a . survey surveyrecently surveyrecently surveyrecently recently made by a Los Angeles adver adver- advertising advertising advertising - tising club , developed some interestmg interesting interestingfacts interestmgI interestmgfacts interestingfacts facts Replies fiom flam from 1000 . women v.omen vomen of allclasses all allcla.cses allclasses I cla.cses clacses classes . : ; were obtained obtamed in anS\\ anS answer anSer \ er to a aquestionnaire aquestionnaire I Ique"bonnalre que"bonnalre quebonnalre questionnaire " listing the various vanous ad- ad adverhsing advertising ad advertising - ! vertising verhsing mediums and . asking a.sUng asUng what whatfonn whatform whatform fonn form of advertising influenced them themmost themmost themmost themmostNewspapers most mostNewspapers Newspapers were credited credlted with great great- greatest greatest greatest - est influence mfluence by 36 per cent of thesewomen these thesewomen thesewomen women , magazine magazme advertising adertIsmg ad\ ad \ ertIsmg 22 per percent percent percent cent , street car advertising adverUsmg by a frac- frac fractIOn fraction frac fraction - tion over 4 per cent , , announcement announcementcards announcementcards announcementcards cards and program advertising athertlsmg aterising by less lessthan lessthan lessthan pamphlets than 4 per cent , , while booklets , , . pamph pamph- - lets and circular letters influenced less lessthan lessthan lessthan than 2 per centThus centThus cent centThus Thus again is demonstrated whatevery what whatevery whatevery every wide-awake wide awake - merchant must ha\ ha has hae haalready havealready \ e ealready already observed-that observed that observed - that newspaper ad- ad advertising advertising ad advertising - vertising is the most potent medium mediumI mediumfor mediumfor mediumfor I for reaching reachmg reachingwomen -women women - buyers And thisapplies this thisapplies I IapplIes applies with equal force to men buyers buy- buy buyI buyers buy buyers - I ers , , too _ _ |