Several principles, stages and techniques involved in the agency preparation and presentation of an advertisement are outlined. The advertising of drugs as a necessary and viable method in presenting accurate drug information to physicians and consumers is defended. It is contended that advertising, per se, does not affect the prescribing habits of physicians in an adverse manner. Government control or banning of drug advertising will not solve the problem of drug abuse and misuse. The author feels that advertising is adequately serving society's needs and he sees an increased role for advertising in educational and service-oriented information programs.