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Show WHY WOMEN BUY It is well known by all live merchants, and. by husbands : as well, that practically all buying for the home is either actu-! ally done by women or directed, by them. For this reason the 1 merchants greatest problem is to attract the favorable attention atten-tion of women to his wares. ! Women are alert to grasp opportunities to secure merchandise mer-chandise at a bargain and they are more discriminating buyers than men as a rule. They read advertisements and act upon the information obtained thereby. j In order to determine just what advertising mediums have the greatest influence on women's buying, a recent sur- ( vey by a Los Angeles advertising club developed some interesting inter-esting facts. Replies from 1,000 women of all classes were obtained in answer to a questionnaire listing the various mediums and asking what form of advertising influenced them most. Newspapers were credited with the most influence by 36 per cent of these women, magazine advertisements 22 per cent, street car advertising by less than 4 per cent, while booklets, pamplets and circular letters influenced less than 2 per cent. Thus again is demonstrated what every wide-awake merchant mer-chant must have already observed that newspaper advertising advertis-ing Is the most potent medium for reaching women buyers. ' And this applies with equal force to men buyers, too. j |