He believed, that there's no such thing as national advertising

Morris L. Hite (1910 - 1983) is one of the advertising leaders in America as chosen by the American Advertising Federation.

He strongly believed in the consumer research and he was a real innovator in this area.

Believing in the individual approach in the communication with the consumers, Hite said, that "there's 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".

Here is a video for Morris L. Hite career highlights, which one is really worth seeing.

One of my favorite quotes of Hite is, that "there is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a ticket halfway to Europe. You've spent your, money but you never get there."

Have a great day. 
K.K.