The talking machine world (Jan-June 1922)

February 15, 1922 THE TALKING MACHINE WORLD 19 Illllllllllllllllilllllllllllllllinil IIIIIIIIIIIIIIIIII I I Illllllllllllllllllllllllllllllllllllli I The Kind of Advertising That Attracts and j I Makes the Greatest Impression on Women I Talking machine merchants who have given particular study to newspaper advertising are keenly interested in the type of advertisement which makes the greatest impression upon women. The value of the exhaustive study of retail advertising just concluded by C. J. Suedhoff, of the Suedhoff-Ross Advertising Agency, of Ft. Wayne, Ind., is timely in this connection. In order to get the necessary information Mr. Suedhoff asked a hundred average shoppers a number of questions relative to the effect that store advertising had upon them. From these answers the following was compiled: Number who had not read any of the store's advertising for two days, one. Number who came with the specific intention of inspecting some of the offerings listed in the store's advertising during the last two days, eighty-three. Number who came for the purpose of inspecting some of the offerings listed in store's advertising previous to the last two days, three. Number just "shopping" without being specifically interested in any of the advertised offerings, fourteen. Number visiting the store who wefe interested in bargain offerings advertised in the morning newspaper, twenty-seven. Number visiting the store who were interested in goods advertised in the previous afternoon's paper, fifty-six. Number who carried clippings of advertisements for reference, one. Number who had made engagements to meet friends at the store, eleven. Absolutely new customers among 100 shoppers, one. Illlllllllllilllllllllllllllllllllllllllllllllllllilliii Number who had some sort of comment to make regarding the store's advertisements, fiftyone. Number who in answer to question stated that they read store's advertisements every day, seventy-nine. Number who stated they read ads very frequently, eleven. Number who read advertisements infrequently, ten. Mr. Suedhoff believes that the figures secured ^iiiii iiiimuif mi inn ihi iiiii luitiiiaiiiiiiiriiiiiiiiiintiiiBmtiniuiuriinniinniiituntitii ntu mitititi i n n iiiitim u iim ti tiiiiimtiti^ | Out of 100 Shoppers— = S3 came in in response to the previous two days' ad § M vertising; = 14 were "just shopping" without having advertised j§ §| values in mind; E = 27 came in because of the copy in the morning paper; = = 56 were attracted by the advertisements of the pre § 1 vious afternoon; § 1 37 were accompanied by feminine friends; § 11 made engagements to meet friends at the store; 1 1 79 said they read the store's advertisements every 1 g day ; | 1 11 read the announcements "very frequently"; = 10 read them "only now and then." Wiim i iiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiuiiiiiiiiiiiiiiiiiiiiiiiii uiiiuiiiiiiiP in this survey are typical of those that would be secured from a similar investigation in stores in other cities about the size of Fort Wayne. "This phase of the survey showing how little attention is paid by customers to advertisements which are more than two days old should be of especial interest to all retail advertising men," declared the advertising man. "It is evident from these figures that women, as a whole, follow a store's advertising very carefully, and that they realize that business conditions change from day to day, just as the news of the world II changes, and that the goods which were offered in advertisements last week may not be sold at the same prices to-day or may not even be on hand in the store. "It is an encouraging thing to the man who prepares retail copy to know that his ads play such a large part in the lives of the women of his city. Perhaps the average retail advertising man is not fully aware of just how important his advertisements are to the women, and these figures may prove rather astonishing to him. He may have realized, of course, that the women are attracted to his store by the ads, but he may not have realized that the vast percentage of all the women in the city read his ads regularly, no matter whether they come to his store every day or not." GROUP INSURANCE FOR EMPLOYES Watkins Bros., Inc., Hartford, Conn., Victrola and piano dealers, who also operate stores in South Manchester and Bristol, Conn., have taken on group life insurance for all their employes. Fifty-two were eligible, seven being entitled to the maximum of $2,000 protection, having been with the company for fifteen years. JEDLICKA BROS. BUY SECOND STORE Southampton, N. Y., February 3. — The Victor business of Benjamin Rosen was recently purchased by Jedlicka Bros., proprietors of a similar establishment at Bay Shore, N. Y. 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