The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1914-10-30
PICTURES WOMAN AS
ULTIMATE CONSUMER
Mrs. Christine Frederick, of New
York, Addresses Richmond
Advertisers Club.
WOMEN TRAINED To SPEND
Expert Gives Figures to show Pro-
portion of Retail Purchases Made
by Women or Selected Through
Influence Of Women.

That the woman is the ultimate con-
gunner and therefore the person to
whom the advertiser must appeal and
how lie must appeal in order to get her
attention. was the theme Of the address
made by Mrs. Christine Frederick, of
New York, i'm the Y. NJ. c. a. auditor
lum under the auspices Of the Rich
mond Advertisers Club last night
In justification OF her statement, Mrs
Frederick quoted statistics compiled
by Columbia University to show that
1874 per cent OF goods sold are pur-
chased directly by women, and that
they have n voice In Ihe purchase of 90
Ter cent more, making total OF IL
per cent, while in the buying of mems
clothing the womans influence reaches
=: per cent. Women have been
trained from childhood to be the spend. .
crs,'' Mrs. Frederick said. "and they
arc therefore the ones who must be
considered by advertisers and manufac-
trrcrs. Their attitude must be OBJ
tanned regarding that which is offered"
WHAT MOST IaiPRESSEs
WOMEN IN ADVERTISEMENTS
Mrs. Frederick enumerated some of
The points which appeal to the women
consumers and said that from responses
to letters of inquiry which she had
sent out, IL was aScertained that wo-
| men who read advertisements were
nrst impressed by the reputation of the
firm Offering the merchandise, next by
quality, then by the matter of economy
and finally by the guarantee. ~
Mrs. Frederick made plea for trade
| marked goods. pointing out that the
mark of Identification serves as Il warn
ing il the goods are not honestly made
as well as an insignia Of excellence for
the consumer to consider She held
| among other things. that advertising
made the price OF goods cheaper for
the consumer. 1t is an invitation TO
compare values, and it has educated the
public as to value, and is training the
consumer to refuse to buy the things
which they do not really want. "Ad-
VertisinS has established standards
II is not the health boards. but adj
vertistnG of sanitary articles which has
induced the women of the world to take
up scientific study and to consider the
questions of hygiene with reference to
foods and all of the things which are
used i'm their households
DEFENDS PRACTICE OF
SEALED PACKAGES
The speaker defended the package
goods of the manufacturer, because
| they have SO many advantages First.
Mrs. Frederick said. they were cleaner
ana gave assurance OF value, because
they can be identified. She also pointed
out that they arc more convenient,
moro accurate in the matter of weight
and keep better, and. further, that
those who desire may always purchase
the standard package articles in bulk.
Mrs, Frederick Endorsed the position
OF the Associated Advertising Clubs in
the adoption of the slogan Truth i'm
Advertising." and made an appeal to
1.-THE advertisers and manufacturers to
state In all of their advertisements
where their goods may be purchased.
! 30 that Il they are worth while tho
people who want them NAV know
whore they can be found