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Show I ' WHY 'VHY VHY ' WOMEN 'VOMEN VOMEN BUYIt BUY BUYIt It is is well wen known by all aU live merchants , and by husbands husbandsas husbandsas , as well weIlI1-that weIlI1 that wellftthat - that practically all buying for the home is 2s eitheractually eIther eItheractually eitheractually actually done by women or directed by them . For this rea- rea reason reason rea reason - son thE the ; , merchant's merchants ' ' greatest problem is to attract the favor favor- favorable favorable favorable - able attention of'omen of ' \ women \\'omen 'omen omen to his wares . fI a fIVomen . " . . \ Women \Vomen Vomen T Ta omen are alert to grasp opportunities to secure mer mer- merchandIse merchandise merchandise - chandise at a bargain and they are more discrimInating discrimInatingbuyers discriminatingbuyers discriminatingbuyers buyers than men , as a rule . They read advertisements andact and andact andact act upon the information mformation obtained obta1,11ed obta111ed obtai , ied thereby . In order to determine detennme just dust what advertising mediums mediumshave have the greatest influence mfluence on women's womens ' buying , , a recent survey sur sur- survey survey - vey made by a Los Angeles advertising , club developed some someinteresting interestIng someinteresting facts . . Replies from 1,000 1000 , women wQmen of all classes classeswere classeswere classeswere were obtained obtamed in 111 m answer to a questionnaire listing the thevarious thevarious thevarious various advertising advertIsmg mediums and asking what form of . ad- ad adverhsmg advertising ad advertising - vertising verhsmg influenced mftuenced them most mocL : ; . . Newspapers were tivere credited with most influence inftupnce by 86 36 86per 36per 36per per cent of these women , magazine magazme advertisements 22 per percent percent percent whilebooklets cent street car advertI advertising 3ing < by less than 4 per cent , than2 booklets , , pamphlets and circular letters influenced mfluenced less than 2 per cent . Thus again agam is demonstrated , what eves eveiy evelY Y wide-awake wide awake Wldevake Wlde- Wlde wide-awak wide awak - \vake vake \ e mer- mer mercl1ant mer--chant mer chant - --cl1ant cl1ant .diant diant - - . mer.diant must have already observed-that observed that observed - that newspaper adver adver- advei - advertising advertismg tising tismg hsrng is the most potent medium medium medIUIn for reaching reachmg women buy buy- bu Y - buyers ers . And thisY thisapplies this applies with equal force to mep me men buyeis buyels bu'eis bueis ' , toow too . . w " . |