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Why is it that he would not have that kind of vision?

Well, this was not only having vision but it was having know-how in promotion and in selling and in fund raising and in knowing how to make an appeal to move people to give money in these areas. And Foote, having had the experience in the Cancer Society and being driven, as he was an important advertising agency owner, had the prestige with the networks who were then giving us free time and letting us appeal for funds on the air, and he knew how to get appeals written that were effective on the air, that brought in money.

But bankers don't understand this; they think it's all crazy. They don't realize and never can face the fact that the phrasing of a few sentences can mean the difference between success or failure of an advertising campaign or a product.

I don't see how they can live in the modern competitive world without knowing this.

Well, maybe some do, but it's not a specialty of bankers to understand advertising or promotion.

As I said, I saw Edwards of “Truth or Consequences” give the check to the American Heart Association officials at their luncheon in Chicago in March of '48, and I am sure that unless Foote and I had been interested, they would have turned the idea of receiving money from a contest--the management of the Association were unaware of the potentialities of the situation.