"I believe that a contract, or at least an understanding, exists between the American public and the American advertiser concerning what advertising is, what its limitations are and what price people will pay for it"

This quote by John O'Toole recommends that there is an implicit contract in between the American public and the American advertiser. This agreement describes what advertising is, what its limitations are, and what price individuals are willing to pay for it. This contract is based on shared trust and understanding between the two celebrations. It suggests that the American public expects the advertiser to be sincere and transparent in their advertising, which the marketer ought to appreciate the general public's right to be informed and not be benefited from. This arrangement likewise recommends that the American public wants to pay a fair rate for marketing, which the advertiser needs to not make the most of this by charging exorbitant rates. This quote highlights the significance of trust and understanding in between the American public and the American marketer.