"
"THE GAS ATTACK."
_THERE IS NO OTHER PERFECT BLEND._
These cigarettes are smoked in our patent
"Trident" cigarette-holders.
Of all Tobacconists.
You see? Not only does each manufacturer still obtain the same sale for his
cigarettes, but he actually gains a third share in the profits of a new
accessory--the triple cigarette-holder.
Of course ingenuity of this sort is not required when the advertisers are
not in any sense rivals. All that is then necessary is what we may call the
_economic common factor of appeal_. For instance:--
ARE YOU ON OUR WAITING LIST?
The War Office | The Cricklewood
Car. | Crematorium.
_As soon as we are through with our urgent
contracts we shall be happy to serve you._
Finally, we note that there are innumerable classifications of
_complementary trades_ which are, of course, eminently suited to
co-operative advertising. We append two samples of what may be done in
this direction.
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