Show TOM ua about by CHARLES B ROTH THE responsibility OF SUCCESS E OFTEN say when we discuss W WE various things we acquire that it the original cost that counts it is the upkeep this is particularly true of success the fact is that there is a responsibility of success which failure or mediocrity never knows the pan man who is successful who achieves in in whatever line he may enter has an obligation and a responsibility y which requires that tha t he continue to do his very best especially is this true of business to make a brief success of a business hard to build a last lasta 9 success requires close application and a fine sense of the obligation which success implies and demands if advertising served no other purpose than to create the obligation of success it would perform a useful s social a i and economic c act for advertising holds up this obligation i of success and demands that it be observed constant constantly Y k whenever a man manufacturer u fac or a merchant begins to advertise lie he sets self A imposed standards aa on himself i by these charles roth standards do others judge him by these standards do they also classify him he has an obligation to live up to every day thenceforward if lie he advertised he coul le give good quality one day and pool quality the next and get by with it but when he comes out boldly in print and advertises the die is cast and he must forever live up to the highest ideals shrewd men have thought that they could controvert this law by putting quality and good value into a product and then by advertising it they have succeeded in a sho short rt time in building up a big business and then came temptation why maintain all this quality they ask themselves T the e pub public lie will never know why not cut the quality but continue the advertis advertising int and clean up they have tried but bu the public does know quality is quick to perceive deception and abandons the man or product which tries to su substitute statute inferiority for hon est merchandise there is no quicker way to ruin a business than coset to set up a standard and then violate it there is no better way to build a business than to set up a standard and then live up to it advertising is the great setter of standards in american business life and advertised goods are the standards by which you spend your in income colment of getting your moneys worth every day the man who advertises has assumed the responsibility for success rather deal with a responsible nian man you B roth |