This is an authoritative and unique guide to the universal principles that underlie great advertising - the kind that's proven to be dramatically more successful around the world. Each chapter is compiled by a world-renowned advertising agency famous for its application of a particular tenet. Packed with illustrations, reproduced ads, and frames from TV commercials, 22 Irrefutable Laws of Advertising and When to Violate Them is an indispensible guide for advertisers and marketers

1. The Law of Simplicity (Marcello Serpa)
2. The Law of Positioning (Al Ries)
3. The Law of Consistency (Lan Batey)
4. The Law of Selling (Dave Trott)
5. The Law of Emotion (John Shaw)
6. The Law of Love (Kevin Roberts)
7. The Law of Experience (Kash Sree)
8. The Law of Relvevance (Anne Bologna)
9. The Law of Humor (James Lowther)
10. The Law of Disruption (Jean-Marie Dru)

etc.