The 10 Commandments of Advertising

1. Advertising is not glamour.
   
• Advertising is a managerial function intended to drive sales. Do not design for a trophy. Cash is king.
  
2. Perception = Reality
• We are what we know and how we perceive the world that surrounds us.
  
3. Do not infer.
• A common mistake is to think that everybody thinks like that guy over there.
4. Use marketing data.
• To better understand the market that you want to impact, study it.
5. Less is more.
• Your message is competing in the Information Age. Be concise and to the point.
  
6. Be remarkable.
• Your message should stand out. Your message should scream.
  
7. Be creative.
• Don't be afraid of thinking about pencil sharpeners while looking for ideas for a perfume ad.
8. Strike resonant chords.
• All audiences respond to nostalgia. Look for ways to effectively touch the nerve of the segment you are targeting.
9. Timing is everything.
• Advertising is more effective when you code your message to ride the invisible waves of trends and current affairs.
  
10. Morality in media
• Your message affects hundreds, thousands, even millions of people. Be morally conscious but don't do it for them necessarily. Do it because you are going to live a long and fruitful, guilt free life.