An earnest, essentially humorless and eminently conservative reconnaissance of Mr. Cone's career in advertising very often proceeding from soapfiakes to soapbox as he considers its very potent potential for good or evil. But when you come right down to it, the ""faults"" of the title are usually attributed to the now ""rich and flabby"" industry of television--whether its complicity in the blacklists and quiz shows or the lack of ""in-depth"" (other side) handling of his and Mayor Daley's city during the convention. Mr. Cone has been established there for many years as the middle member of Foote, Cone and Belding which succeeded Lord & Thomas with whom he was also attached. Along with the accounts he's been associated with through the years before and after Lucky Strike went to war (Dial, Hallmark, Pepsodent, Famous Artists, Clairol, etc.) there are discussions of what advertising should accomplish although he is firmly convinced of its probity in most cases and also of the fact that the public (or rather the little woman) is hard to fool. He disapproves of a great deal of what is being done today, even the Cancer and Heart campaign attack against the cigarette, as well as tastelessness in any form. . . . No doubt he does care enough to send the very best but will there be any receivers outside the industry?