PAGE SIX
TUESDAY, MARCH 20, 1928
THE UNIVERSITY DAILY KANSAN
"Is the Product Right?"
It is a maxim of advertising that a poor product cannot be successfully advertised. It may flash upon the scene with brilliance, become the talk of the hour, and to all appearances be destined to set new records, but unless it is and does what is claimed for it, no amount of printer's ink and artist's colors can give it permanence.
Once in a while some article of merchandise will appear to defy this rule, but not for long. Public response at first, perhaps, quick and active, becomes slower and slower. Sales fall off. The business grows sick,and in
a few months or a few years, the very name of the product is forgotten. Advertising men know this so well that today the first question upon which they must be satisfied before they will recommend advertising to any manufacturer is—Is the product Right?
And merchandise that is right-merchandise that will satisfy in service merchandise that will bring customers back for another purchase is the first requirement of the jobber and the retailer who expect to endure and flourish.
There is no better assurance of this kind of merchandise than an advertising pledge to the public