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 makes it ten feet taller than the highest in existence, that is dramatization.

Which method is indicated, or whether both be indicated concurrently, can be determined only after a full study of objectives and specific possibilities.

Another interesting case of focusing public attention on the virtues of a product was shown in the case of gelatine. Its advantages in increasing the digestibility and nutritional value of milk were proven in the Mellon Institute of Industrial Research. The suggestion was made and carried out that to further this knowledge, gelatine be used by certain hospitals and school systems, to be tested out there. The favorable results of such tests were then projected to other leaders in the field with the result that they followed that group leadership and utilized gelatine for the scientific purposes which had been proven to be sound at the research institution. The idea carried momentum.

The tendency of big business is to get bigger. Through mergers and monopolies it is constantly increasing the number of persons with whom it is in direct contact. All this has intensified and multiplied the public relationships of business.

The responsibilities are of many kinds. There is a responsibility to the stockholders—numbering perhaps five persons or five hundred thousand—who have entrusted their money to the concern and have the right to know how the money is being used. A