Table of Contents

Principle 1: Know Your Audience Principle 2: Behind Every Great Advertising Campaign is a Great Creative Concept Principle 3: Less is More Principle 4: A Picture is Worth a Thousand Words - But Never Underestimate the Power of a Great Headline Principle 5: Originality is Just Copying with a Twist Principle 6: The Medium is - or at Least has a Serious Impact on - the Message Principle 7: There's No Such Thing as Bad Publicity Principle 8: Restrictions will Set You Free Principle 9: Once is Never Enough Principle 10: Ignore All Rules and Prescriptions

About the Author

Robert Shore is a journalist and critic who has written widely on culture and media for newspapers and magazines. He is a regular contributor to 'The Sunday Times' and 'The Guardian'.