Underdog Advertising is written for the small-to-midsize business that must compete against bigger companies for sales, market share and brand awareness. Based on proven creative and strategic advertising principles that have developed and refined over the last twenty-five years, the book helps smaller businesses create and execute advertising programs that are effective in the face of strong competition.

Just as David toppled Goliath with a well-aimed rock, the methods and principles described in Underdog Advertising have consistently helped ''budget underdogs'' hit the mark and become the real winners.