And, Rheem sure did.

The company earned respect from readers by pointing out, in its ad, that it had earned an award from dealers, consumers, technical experts, and the industry for its "strongest" furnace line.

Consultant York liked the fact Rheem backed its bragging with legitimate awards. "A really good ad that catches the eye and gives contractors vital information," was his take on the advertisement.

"The citing of third-party sources to do their bragging is a splendid way to promote. While I might think of myself as being great, if my customers do not confirm this, it is just so much babble."

In the ad, Rheem said it has the quietest 80+ and 90+ furnaces in those classes, contains the most advanced heating technology, and are incorporated into a compact, space-saving cabinet.

For more information, visit www.rheemac.com.

Publication date: 12/12/2005