COST

"To Mrs. Mufoosky, the commercials may seem as long as a whore's dream. But to the new advertiser who has spent 100 Gs for his first network commercial - he gets a new understanding of a split second. It's the fastest half minute of his lifetime."

Morris Hite, quoted in Adman: Morris Hite's Methods for Winning the Ad Game, 1988, Dallas, TX: E-Heart Press, p. 151.

"It is very likely that many firms spend more on advertising than, for their own best interests, they should."

Michael Schudson, Advertising, The Uneasy Persuasion: Its Dubious Impact on American Society, 1984, New York: Basic Books, p. 18.