ABSTRACT
Economic importance of trade-marks—Advertising without a trademark, and trade-marks without Advertising—Economic usefulness of trade-marks—Advertising expenses should be capitalised —Trade-marks and the Common Law—Origin of trade-marks —The appeal of the picture—Trade-marks: effective and ineffective—Some trade-mark dangers—Trade-marks must be protected—An official attack on trade-marks—Trade-marks that are dangerous—The substitution problem—Two kinds of substitution—When substitution is illegal—How to checkmate substitution—Mascots—The essential requirements of a good mascot —Organised maintenance of retail prices—Retail Advertising— The shop an equivalent of a trade-mark—Retail and wholesale advertising contrasted—When retail advertising is news—When retail advertising raised the circulation of a newspaper—Departmental store problems—A Canadian departmental store and its mail-order business—Retailers in special lines of business: their problems simpler than those of mixed retailers—What a retailer should advertise—Whole.-alers' advertising to shopkeepers—The commonest defect in trade-paper advertising.
