“There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” – Fairfax Cone, of Foote Cone & Belding, quoted in John O’Toole, The Trouble with Advertising . . . 1981, New York: Chelsea House, p. 48.

“There is no such thing as national advertising. All advertising is local and personal. It’s one man or woman reading one newspaper in the kitchen or watching TV in the den.” – Morris Hite, quoted in Adman: Morris Hite’s Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 204.