With a lively text and plenty of illustrations,'10 Principles of Advertising' sets out the tenets that all good advertisements follow to capture their audience

• Introduction
• Know your audience
• Behind every great advertising campaign is a great creative concept
• Less is more
• A picture is worth a thousand words - but never underestimate the power of a great headline
• Originally is just copying with a twist
• The medium is - or at least has a serious impact on - the message
• There's no such thing as bad publicity
• Restrictions will set you free
• Once is never enough
• Ignore all rules and prescriptions