| Show jm T RU T I 1 I 1 a abut b 0 u t A D V E R T I 1 I 1 by CHARLES Q B ROM CAN YOU READ LATIN LIE liw used to recognize the THE doctrine ot of cabal cayal critor that is latin it means let the buyer uyer beware the doctrine tor for which it stood was simply imply this whenever you bought from another it was V your responsibility to see that you got 14 your moneys war worth it not his it he were a dishonest man and wanted anted to cheat you you had to io protect yourself the law help let the buyer beware charles Cli arlea roth it said caveat emptor that tha doctrine as unsound doctrines always must has given way to a better one the modern business man if 11 he expects to remain in business and warrant your patronage year after year expect you to protect yourself he assumes the obligation of protecting you he makes sure sura that his quality is high he religiously subjects his product to tests ile he introduces improvements and he establishes a price which Is the mi minimum n on which he can remain in business for this change chance which Is one ot of the most important improvements to business advertising has been largely responsible risible advertising has given A permanent quality to bust ness aass A man who es must i be scrupulous in tits integrity Intes rUy ile he cannot cabot write valte lies iles lie ile has to live up to all claims this means that you RS its a customer can buy bui from such a man with absolute confidence not long ago owen D young one ot of americas clearest thinkers and a great business executive de dared that dishonesty in various forms Is becoming rarer in business when ever it occurs it Is ex exploited p loafed in newspapers because it Is the unusual not the common thing A store keeper may ure or short weight his customer and make a little ile he may even ln in duce a clerk to short measure or short weight but he cannot build a big business on that basis honesty honest y lind and uprightness must exist in great business organizations and it must also exist in smaller business organizations which expect to grow large whenever a business man advertises it is a sign that he wants to operate in an honest business busine sg one from which you can buy with will con and trust advertising is thus the guiding light which you can follow in getting more for your money dally daily it leads millions of amerl amer I 1 can customers to better ter values to greater satisfaction to the serenity which comes from dealing with men and organizations they know they can trust 0 charles 11 both |
