Crossword Genius

Exploit a slogan to encourage retailing? (5,2)

Ross

I believe the answer is:

trade on

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'exploit' is the definition.
(I've seen this in another clue)

I don't understand how the remainder of the clue works.

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(Other definitions for trade on that I've seen before include "Take advantage of" , "Make use of for one's own advantage - it's not dear" .)

I've seen this clue in The Independent.
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