This document provides tips and tricks for effective advertising and marketing. It discusses how advertising has changed from 1981 to 2016 and the importance of developing an authentic brand position and unique selling proposition. It also emphasizes the need for advertising to be believable and connect with audiences, and recommends devoting at least 25% of budgets to digital advertising and embracing platforms like websites, reviews, and social media. Overall, the tips presented focus on positioning, budgeting, low-cost guerilla tactics, transparency, and embracing digital and online opportunities.