R egard their personal success as being closely related to the success of their customers.
E ndeavor to seek perpetual self-development in the realization that continuing education is necessary to attaining greater understanding and ideas to apply to specific marketing problems if the high standards of their craft are to be maintained. E ndorse the proposition that, in order to live up to the high principles of integrity and image of excellence of this industry, specialty advertising programs must reflect good taste and judgment and the articles selected and supplied must be of superior craftsmanship. D edicate themselves to pursuing a fair and responsible course of conduct in all transactions with clients, customers, vendors, superiors, subordinates, fellow employees and competitors.