Today the USP is NQE (Jim Karrh On Marketing) by Jim Karrh Posted 5/20/2013 12:00 am Updated 5 years ago Take a moment to revisit an icon of advertising history, Rosser Reeves, and how a traditional assumption about persuading consumers applies today. Want the Full Article? Get Unlimited Archive Access for $19.95 per Year Readers must pay to access articles older than 15 days. Articles newer than 15 days are not included in this offer. Purchase Now Already have archive access? Login to view this article.