Evening journal., 1922-08-11
NEWSP PAPERS
BEST MAGNETS
Press Advertisements and
Window Displays Draw
Most Sales, Test Shows
QUESTIONABLE
PROVES POINT

- bN ONNs aug lls-lo IN
feminine shopper in the city at
tractive window displays have 1
greater appeal than any OF tn,
other efforts put forward by mer.
chants to beguile her to open hel
purse strings wide, while TO the
country bred woman shopping
from store to store provides the
/ greatest interest and satisfaction
( Newspaper advertisements come
7 second with city women in the sue
cessful urge to buy.
These facts were CLEANED through
questionnalre. according to Prof
o. f.. Klingaman. director OF the
sity. who yesterday addressed the
convention OF the National Retail
Dry Goods Association at Grand
Central Palace. Jesse Isidor Straus.
president of the association. intro
duced the Iowa professor. who ex-
planned that in the extension work
OF the university they carry on line
Of work for the benefit of the re-
taller in an effort to help him solve
some OF his problems.
This is a new thing in the edu-
cational world" Professor Klinga-
man said. There is no other uni
verslty that is doing this line of
work. There are some universities
that have extension divisions that
are doing work with business men
in salesmanship with clerks, but in
an attempt TO take up the entire
field of retailing where export serv-
ice is furnished as fer as II is pos
sible TO do IL, based upon actual ex-
perience that is think confined at
present wholly 10 our own university.
'In connection with the advertis-
ing forces we asked the question:
which of the following influences
you most in the buying of goods?
in order to find out how TO interest
women buyers. and the ranking of
each is given as shown by the replies
received first from the farm women:
Shopping from store to store, /:
recommendations OF friends. 2 win
dow displays, 3; newspaper adver-
tisements, 4; recommendation OF
nv AAAdAiANf - man hIutI ttAdiUkutSs
6; samples, Z; circulars through the
maA. s; demonstrations. .: national
and advertisements. 10;
IL. and street car signs,
~.
THE same questionable as applied
TO city women brought the following
groupings and their relative draw
ing power:
Window displays. 4; newspaper
2; shopping from
store to store. 8; recommendation
of friends, a; recommendation of
g.; samples 6: national
advertisements. Z: demon
strations. s; crclars through the
MALL 9; mail order catalogues, 10;
hill boards. IL, and street car signs.
p.
ut is 10 be noted that the farm
er's family coming into town has
little time TO notice window displays
but must spend its time in shopping !
from store 10 store. National adver- (
Using Is a very powerful force in
telling goods. but It must be con-
iected up in some way with the ad-
'ertising which the merchant does
lin mself."
The habits and preferences OF the
male shopper have not escaped the
of the university, which
ecently asked a number OF country
men and a number Of city bred men
he following: In buying a dress
uit for yourself, which character
site do you consider most import
,nt?" The replies showed that both
groups consider perfect Mt of prime
Importance while the city purchaser
places comfort to the wearer in third
place and the country purchaser
places It second. An up TO date style
man than the city man.
Prof Klingaman said that their
surveys showed a need for better
training OF Clerks in stores. THE
chief complaint against the clerk is
that she does not have the right
attitude of mind toward the Gus
toner, nor the store" said the pro-
fessor.
]. r. Duncan, OF Evansville. Ind. /
spoke on the merchants RESPONSE
billities and Ira NJ. Younker, chair
man of the fairs ways and means |
committee, was another speaker
The number OF registrations OF |
buyers yesterday reached 1920 |
which is the lagest single days total |
since the convention and merchan-
iise fair opened. There are TO date
2.42O buyers registered from all |
PARTS OF this country, Japan. China. |
Hawaii, Mexico. Argentina, West |
ndies and European counties.
The Leipse association sent a |
ablegram TO Lew Hahn, director OF |
he fair. conveying congratulations |
nd suggesting future mutual CO.
neratiOn