'Underdog Advertising'® is written for the small-to-mid size business owner/operator who cannot afford to hire an advertising agency. The book presents principles and processes that have proven successful for advertisers who must compete with larger companies in their industries for sales, awareness and market share. 'Underdog Advertising' has four primary components and just as David toppled Goliath with a well-aimed rock, the disciplines introduced in this book have consistently helped "budget underdogs" hit the mark and become the real winners. It may be just the weapon you need. First, under the heading 'Underdog Advertising Principles,' here are ten principles of 'Underdog Advertising' that consistently generate higher returns on advertising. These include: Principle #1 - Think Outside The Box; Principle #2 - Take Risks; Principle #3 - Strategy Before Execution; Principle #4 - Be Contrary; Principle #5 - Select Your Battlefield; Principle #6 - Focus! Focus! Focus!; Principle #7 - Be Consistent; Principle #8 - Demonstrate Value; Principle #9 - Speed & Surprise; Principle #10 - Have Patience. Next, under the heading 'Big Dog Branding' the book will cover a fast-track 'Big Dog Brand 'development process that helps create branding strategies that differentiate a brand from its competitors in a meaningful and compelling way. 'Junkyard Dog Executions' is an approach to marketing tactics that deliver results beyond expectation and for those wanting even more, the 'Underdog Advertising Workbook, a how-to supplement that walks the reader step-by-step through the ten Underdog Advertising principles and helps apply them to any business situation, is made available by the author.