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58 of over two dollars per suit over his competitor, half of which he could put into his pocket and half of which add to the quality of the clothes, which sold to the wearer at the same price as the other man's!

Again, of course, the figures are merely comparative. The advertising here considered is perhaps the most successful clothing advertising in the country; and as this manufacturer advertises and puts much of his dependence upon creating a demand for dress suits, tuxedos and the finer clothes, the dealer is undoubtedly satisfied with his sales of the supplementary finer lines. Cases of "loading" of advertising expense into the cost of the product could be as easily quoted. But real "loading" means bad advertising; and if the "loaded" goods do not fail naturally in competition with unadvertised goods, they will surely fail as soon as an "unloaded" line pushed by proper advertising methods enters the field.

For when a product is backed by extensive and sustained advertising it generally means that the brand has been on the market for some time; that the goods are made with all the economies possible only to large and steady production and so are sold cheaply, quality considered; that the product is already well established in public favor and that a responsible firm backs, with its money, the merit which it claims for the product.

It means, too, that the profitable investment of