The book is best described by its own pages within: The Neuro-psychology of ADVERTISING ! An advertisement is nothing, but a romance, filled with the charm of a date, with all the elements of impressing the lover, with great attention, carefully paid to every minute detail from the meticulous grooming, to the enchanting perfume, to the candle light dinner with the soft music of the violinist, close enough hear but not too close of course and rubbing of the unshodden feet under the dinner table !!! Then there is the anticipation, the hope, the charm that the romance, will lead to a marriage and then of course children. The romance here is to attract the new lover, who is your customer, anticipating and hoping and ensuring a marital union, namely a purchase contract or a sale and of course the children are product that your lover will cherish for a lifetime ! CARDINAL RULES: [1] USE NEURO-PHYSIOPSYCHOLOGY: You need to know when, and for how long, you ad-line will be. When, is critical. Advertising an ice-cold drink, however refreshing in the middle of a Minnesotan winter, does not pay. How long is more important. The most devout of parishioners will drift into the orchards of Morpheus, if the sermon, is a "little bit too long". [2] DO NOT BE A GOOD, CREATIVE ARTIST, BE A GOOD, CREATIVE PROVOCATIVE ARTIST In my 'book', [no pun intended, or did I ? ], the word artist covers, everyone from the writer to the designer to the colour-mix master. We all respond when we are provoked. Is he or she not a good journalist, one who not merely comforts the afflicted but afflicts the comfortable ? ! [3] DO NOT MERELY LIVE IN BUT, THRIVE IN THE BAZAAR ! With all the disturbance, nay gentle cacophony of multi-linguistic ,multi-tonal, poly-frequency, variegated decibel, conversational shouting, to out shout and out do your competitors, whether it be a bazaar in India or the New York Stock Exchange, "illegitimi non carborundum" ... Do not let the bastards grind you down. The "Art of Concentrating amidst Pestilent Noise" did not come easily to me. But I found it! That is the concentration an Ad-man or woman needs,amidst the 'noise' of Corporate pressure and Competition and Deadlines. [4] BE A MILITARY GENERAL, AN ADMIRAL OR AN AIR MARSHAL EITHER OF THE " Elected Government" or the " Guerrilla Forces in the hills". Warfare technology in Advertising. [a] Be an advancing force, no opposition to the conquest. [b] A blocking force that stops or "kills" the enemy dead in its tracks, as negative ads. [c] But the best of them all is the Jujitsu Ad-warrior, who will use the ad-line of the opposition and its strength and force of impact and then "pull him in", to change it to his or her own advantage. THIS BOOK DOES IT ALL ....IT COVERS A VAST TERRITORY WITH ONE APOLOGETIC EXCEPTION FROM THE AUTHOR: " SORRY WE STILL HAVE NOT MASTERED THE TECHNIQUES FOR THE MARTIAN AD- EXECUTIVES" | 
