The document outlines 6 principles for effective advertising and marketing: 1) Zig when others zag and think differently, 2) Plant grass and oaks by committing to a long-term plan, 3) Challenge common wisdom and don't be afraid to try new things, 4) Give to get by offering value to customers, 5) Test and measure strategies to fail fast and improve, and 6) Embrace new media like the internet despite challenges. The document is from Smith Creative Services and encourages questions.