Document:

<PAGE>

                                   EXHIBIT 4.2

         THE SECURITIES REPRESENTED HEREBY MAY NOT BE SOLD OR TRANSFERRED IN
WHOLE OR IN PART, UNLESS A REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF
1933, AS AMENDED (THE "ACT"), HAS BEEN DECLARED EFFECTIVE WITH RESPECT TO
SUCH SECURITIES, OR COUNSEL SATISFACTORY TO ADVANTAGE MARKETING SYSTEMS, INC.
HAS RENDERED AN OPINION TO ADVANTAGE MARKETING SYSTEMS, INC. IN FORM AND
SUBSTANCE SATISFACTORY TO ADVANTAGE MARKETING SYSTEMS, INC. THAT THE PROPOSED
TRANSFER IS EXEMPT FROM REGISTRATION UNDER THE ACT OR THE RULES AND
REGULATIONS THEREUNDER.

                                  STOCK OPTION

                        OPTIONS TO PURCHASE COMMON STOCK

                                       OF

                        ADVANTAGE MARKETING SYSTEMS, INC.

          (RESTATED AS OF OCTOBER 29, 1996, TO REFLECT ONE-FOR-EIGHT
                             REVERSE STOCK SPLIT.)

                                  DATE:

         This is to certify that, for value received, [OPTIONEE NAME] or any
subsequent holder or holders of option rights hereunder by virtue of
assignment or transfer ("Holder") is entitled to purchase, subject to the
provisions of this Stock Option (this "Option"), from ADVANTAGE MARKETING
SYSTEMS, INC., an Oklahoma corporation (the "Company"), up to
[NUMBER OF SHARES] shares of Common Stock, $.0001 par value, of the Company
(the "Stock") at an exercise price of [AMOUNT] DOLLARS per share (the
"Exercise Price"), for an aggregate exercise price of [AGGREGATE AMOUNT]
DOLLARS (the "Aggregate Exercise Price"). With the exception of any
adjustments pursuant to Section 4 of this Option, the Stock issuable upon
exercise of this Option shall be in all respects identical to the Common
Stock issued and outstanding of the Company as of the date hereof. The shares
of Stock or other securities deliverable upon such exercise, as adjusted from
time to time, are hereinafter sometimes referred to as the "Option
Securities." This Option may be exercised by the Holder at any time in whole
or in part. Unless the context otherwise requires, the term "Option" or
"Options" as used herein includes this Option and any other Option or Options
that may be issued pursuant to the provisions of this Option, whether upon
transfer, assignment, partial exercise, divisions, combinations, exchange or
otherwise, and the term "Holder" includes any registered transferee or
transferees or registered assignee or assignees of Holder, who in each case
shall be subject to the provisions of this Option, and when used with
reference to Option Securities, means the holder or holders of such Option
Securities.

         SECTION 1. EXERCISE OF OPTION. Subject to the provisions hereof,
this Option may be exercised in whole or in part at any time or from time to
time during the period commencing on the date hereof (the "Commencement
Date") and ending 5:00 P.M., Central Standard Time, on [DATE] (the
"Expiration Date") in accordance with Section 1.1 and/or Section 1.2 hereof.
Upon such exercise, the Company shall issue to the Holder one or more
certificates for the Option Securities, as appropriate. If this Option is
exercised in part only, the Company shall, promptly after presentation of
this Option upon such exercise, execute and deliver a new Option evidencing
the rights of Holder thereof to purchase the balance of the Option Securities
purchasable hereunder upon the same terms and conditions as herein set forth.

                  SECTION 1.1 CASH EXERCISE. The Holder hereof may effect a cash
         exercise of all or any portion of this Option by surrender of this
         Option, together with the duly executed Purchase Form annexed hereto,
         to the Company at its principal offices at any time prior to the
         Expiration Date, accompanied by payment in cash or by certified or
         official bank check payable to the order of the Company in the amount
         equal to Exercise Price multiplied by the number of Option Securities
         specified in the Purchase Form.

                  SECTION 1.2 RECEIPT OF STOCK IN LIEU OF CASH PAYMENT. The
         Holder hereof may effect an exercise of this Option by surrendering
         this Option Agreement, together with the duly executed Purchase Form
         annexed hereto, to the Company at its principal offices at any time
         prior to the Expiration Date, accompanied

<PAGE>

         by a certificate or certificates evidencing the number of Mature Shares
         (as defined below) held by the Holder, in which no payment of cash will
         be required to the extent that the Market Value (as defined below) of
         the Mature Shares equals or exceeds the total exercise price of the
         number of Option Securities for which this Option is being exercised.
         In the event a cash payment shall be required, such cash payment shall
         be determined in accordance with Section 1.1 with respect to the number
         of Option Securities having a total Exercise Price in excess of the
         Market Value of the Mature Shares accompanying the Purchase Form. The
         number of Option Securities to be issued to the Holder pursuant to
         exercise of this Option in accordance with this Section shall be
         determined by multiplying the number of Mature Shares (held by the
         Holder) by the Market Value (as defined below) of the Common Stock of
         the Company and dividing such amount by the Exercise Price of the
         Options Securities being purchased, less the number of Mature Shares
         held by the Holder evidenced by the certificate or certificates
         accompanying the Purchase Form. For purposes of this calculation the
         number of Mature Shares shall be limited to that number which when
         multiplied by the Market Value (as defined below) of the Common Stock
         of the Company yields a value which is less than or equal to the total
         exercise price of the number of Option Securities for which this Option
         is being exercised. Thereafter, the Mature Shares delivered to the
         Company will not be canceled, but will be redelivered to the Holder, as
         well as the number of Option Securities issuable pursuant to exercise
         of this Option in accordance with this Section. For purposes hereof,
         (i) "Mature Shares" shall mean the number of shares of Common Stock
         evidenced by the certificate or certificates accompanying the Purchase
         Form that have been held by the Holder for more than six months on the
         date of issuance of the Option Securities pursuant to exercise of this
         Option and (ii) "Market Value" shall mean, as of the close of the
         business day preceding the date of exercise of this Option, (A) if the
         Common Stock is listed for trading on a national or regional stock
         exchange or is included on the Nasdaq National Market or SmallCap
         Market, the closing sale price quoted on such exchange or the Nasdaq
         National Market or SmallCap Market which is published in THE WALL
         STREET JOURNAL for the trading day immediately preceding the date of
         exercise, or if no trade of the Common Stock shall have been reported
         on such date, the last sale price so quoted for the next day prior
         thereto on which a trade in the Common Stock was so reported or (B) if
         the Common Stock is not so listed or admitted to trading or included on
         a national or regional stock exchange, the Nasdaq National Market or
         Nasdaq SmallCap Market, the average of the closing highest reported bid
         and lowest reported ask price as quoted on the National Association of
         Securities Dealer's OTC Bulletin Board or in the "pink sheets"
         published by the National Daily Quotation Bureau for the business day
         immediately preceding the date of exercise on which the Common Stock is
         traded or, if no trade of the Common Stock shall have been reported on
         such date, the last sale price so quoted for the next day prior thereto
         on which a trade in the Common Stock was quoted.

         SECTION 2. RESERVATION OF SHARES. The Company shall at all times
after the Commencement Date and until expiration of this Option reserve for
issuance and delivery upon exercise of this Option the number of Option
Securities as shall be required for issuance and delivery upon exercise of
this Option.

         SECTION 3. TRANSFER, EXCHANGE, ASSIGNMENT OR LOSS OF OPTION.

         3.1 This Option may be assigned or transferred, in whole or in part,
as provided herein so long as such assignment or transfer is in accordance
with and subject to the provisions of the Securities Act of 1933, as amended,
and the rules and regulations promulgated thereunder (said Act and such rules
and Regulations being hereinafter collectively referred to as the "Securities
Act"). Any purported transfer or assignment made other than in accordance
with this Section 3 shall be null and void and of no force and effect.

         3.2 Any assignment permitted hereunder shall be made by surrender of
this Option to the Company at its principal office with the Assignment Form
annexed hereto duly executed and funds sufficient to pay any transfer tax. In
such event, the Company shall, without charge, execute and deliver a new
Option in the name of the assignee named in such instrument of assignment and
designate the assignee as the registered holder on the Company's records and
this Option shall promptly be canceled. This Option may be divided or
combined with other Options which carry the same rights upon presentation
thereof at the principal office of the Company together with a written notice
signed by Holder hereof, specifying the names and denominations in which new
Options are to be issued.

         3.3 Upon receipt by the Company of evidence satisfactory to it of
the loss, theft, destruction or mutilation of this Option, and (in the case
of loss, theft or destruction) of reasonably satisfactory indemnification to
the Company

                                       -2-

<PAGE>

or (in the case of mutilation) presentation of this Option for surrender and
cancellation, the Company will execute and deliver a new Option of like tenor
and date and any such lost, stolen, destroyed or mutilated Option shall
thereupon become void. This Option may be exchanged at the option of the
Holder for another Option or Options of different denominations, of like
tenor and evidencing in the aggregate the number of shares of Stock or Option
Securities purchasable pursuant to this Option, upon surrender of this
Option, with the Form of Assignment duly filled in and executed, to the
Company at its principal office, at any time or from time to time after the
close of business on the date hereof and prior to the close of business on
the Expiration Date. The Company shall promptly cancel the surrendered Option
and deliver the new Option or Options pursuant to the provisions of this
Section.

         SECTION 4. ADJUSTMENT IN THE NUMBER, KIND AND PRICE OF OPTION
SECURITIES. The number and kind of Option Securities purchasable upon
exercise of this Option shall be subject to adjustment from time to time upon
the occurrence, after the date hereof, of the following events:

         4.1 In the event the Company shall (i) pay a dividend in, or make a
distribution of, shares of Stock or of capital stock convertible into Stock
on its outstanding Stock, (ii) subdivide its outstanding shares of Stock into
a greater number of such shares, or (iii) combine its outstanding shares of
Stock into a smaller number of such shares, the total number of shares of
Stock purchasable upon the exercise of this Option immediately prior thereto
shall be adjusted so that the Holder shall be entitled to receive at the same
Aggregate Exercise Price the number of shares of Stock and the number of
shares of capital stock convertible into Stock which such Holder would have
owned or have been entitled to receive immediately following the happening of
such event. Any adjustment made pursuant to this Subsection shall, in the
case of a stock dividend or distribution or a stock issuance, become
effective as of the record date therefor and, in the case of a subdivision or
combination, be made as of the effective date thereof.

         4.2 In the event of any adjustment of the total number of shares of
Stock purchasable upon the exercise of this Option pursuant to Subsection
4.1, the Aggregate Exercise Price shall remain unchanged, but the number of
shares of capital stock or Option Securities obtainable on exercise of this
Option, and the per share exercise price shall be adjusted as provided in
Subsection 4.1.

         4.3 In the event of a capital reorganization or a reclassification
of the Stock (except as provided in Subsection 4.1 or Subsection 4.4), the
holder of this Option, upon exercise thereof, shall be entitled to receive,
in lieu of the Stock to which he would have become entitled upon exercise
immediately prior to such reorganization or reclassification, the shares (of
any class or classes) or other Option Securities or property of the Company
(or cash) that the Holder would have been entitled to receive at the same
Aggregate Exercise Price upon such reorganization or reclassification if this
Option had been exercised immediately prior thereto; and in any such case,
appropriate provision shall be made for the application of this Section 4
with respect to the rights and interests thereafter of the Holder of this
Option (including, but not limited to, the allocation of the Aggregate
Exercise Price between or among the Option Securities), to the end that this
Section 4 (including the adjustments of the number of shares of Stock or
other Option Securities purchasable) shall thereafter be reflected, as nearly
as reasonably practicable, in all subsequent exercises of this Option for any
shares or other Option Securities or other property (or cash) thereafter
deliverable upon the exercise of this Option.

         4.4 In case of any consolidation of the Company with, or merger of
the Company with, or merger of the Company into, another corporation (other
than a consolidation or merger which does not result in any reclassification
or change of the outstanding Stock), or in case of any sale or conveyance to
another corporation of the property of the Company as an entirety or
substantially as an entirety, the corporation formed by such consolidation or
merger or the corporation which shall have acquired such assets, as the case
may be, shall execute and deliver to the Holder a supplement to this Option
or a new option providing that the Holder of this Option shall have the right
thereafter (until the Expiration Date) to receive, upon exercise of this
Option or any new option, at the same Aggregate Exercise Price, solely the
kind and amount of shares of Option Securities and property (or cash)
receivable upon such consolidation, merger, sale or transfer by the Holder of
this Option for the number and kind of Option Securities for which this
Option might have been exercised immediately prior to such consolidation,
merger, sale or transfer. Such supplemental option or new option shall
provide for adjustments which shall be as nearly equivalent as may be
practicable to the adjustments provided in this Section. The above provision
of this Subsection 4.4 shall similarly apply to successive consolidations,
mergers, sales or transfers.

                                       -3-

<PAGE>

         4.5 Whenever the Option Securities purchasable upon exercise of this
Option are modified as provided in Subsection 4.1 or 4.4 (provided that any
such modifications shall not change or extend the expiration date of this
Option), the Company will promptly deliver to the Holder a certificate signed
by the Chairman of the Board, Chief Executive Officer or the President, or a
Vice President of the Company and by the Treasurer or an Assistant Treasurer
or the Secretary or an Assistant Secretary of the Company setting forth the
number and kind of Option Securities purchasable and the other property
(including cash) receivable by the Holder upon exercise of this Option or any
supplemental or new option. Such certificate will state that such adjustments
in the kind of purchasable Option Securities and other property (including
cash) receivable by the Holder upon exercise of this Option conform to the
requirements of this Section 4, and setting forth a brief statement of the
facts accounting for such adjustments. In the event, the Holder of this
Option does not agree with such determination of the Board of Directors of
the Company as set forth in the certificate, the Company shall retain a firm
of independent public accountants acceptable to the Holder to make any
computation required under this Section 4, and a certificate signed by such
firm shall be conclusive evidence of the correctness of any computation made
under this Section 4.

         SECTION 5. REDEMPTION AND DIVIDEND CONSENT REQUIREMENTS. This Option
may not be redeemed by the Company. During the period from the date hereof
until exercise of this Option in full or through the Expiration Date, the
Company shall not declare any dividends payable in cash or property (other
than in liquidation, voluntary or involuntary dissolution or winding-up of
the Company) without the prior written consent of the Holder of this Option.

         SECTION 6. NOTICE OF CERTAIN CORPORATION ACTION. In case the Company
after the date hereof shall propose to effect any consolidation or merger to
which the Company is a party and for which approval of any shareholders of
the Company is required, or any sale, transfer or other disposition of its
property and assets substantially as an entirety, or the liquidation,
voluntary or involuntary dissolution or winding-up of the Company, then, in
each such case, the Company shall mail (by first-class, postage prepaid mail)
to the Holder of this Option notice of such proposed action, which notice
shall specify the date on which such reclassification, reorganization,
consolidation, merger, sale, transfer, other disposition, liquidation,
voluntary or involuntary dissolution or winding-up shall take place or
commence, as the case may be, and which shall also specify any record date
for determination of holders of the capital stock of the Company entitled to
vote thereon or participate therein and shall set forth such facts with
respect thereto as shall be reasonably necessary to indicate any adjustments
in the number or kind of Option Securities purchasable upon exercise of this
Option which will be required as a result of such action, and the Holder may
thereafter exercise this Option. Such notice shall be filed and mailed in the
case of any action covered by this Section 6, at least 20 days prior to the
earlier of (i) the date on which such reclassification, reorganization,
consolidation, merger, sale, transfer, other disposition, liquidation,
voluntary or involuntary dissolution or winding-up is expected to become
effective, (ii) the date on which it is expected that holders of shares of
the capital stock of record on such date shall be entitled to exchange their
shares for securities or other property deliverable upon such
reclassification, reorganization, consolidation, merger, sale, transfer,
other disposition, liquidation, voluntary or involuntary dissolution or
winding-up, or (iii) the record date for determination of holders of the
capital stock of the Company entitled to vote on such action or participate
in such action. Failure of the Holder to exercise this Option in whole or in
part prior to any corporate action as described in this Section 6 shall not
affect or alter the rights of the Holder as set forth in this Option.

         SECTION 7. REGISTRATION OF SECURITIES. The Holder shall have the
right to demand and require to, and the Company shall, immediately prepare
and file under the Securities Act a registration statement to allow the
unrestricted sale of the Option Securities to the public from time to time,
and the Company shall take all actions necessary to cause such registration
statement to be current and effective during the period from the registration
statement initially becoming effective through (i) the Expiration Date or
(ii) at any other time when this Option is exercisable, so as to allow the
unrestricted sale of the Option Securities by the Holder to the public. The
Company will also file such applications and other documents necessary to
permit the sale of the Option Securities to the public in all states which
the Holder may reasonably request. In performing its obligations under this
Section 7, the Company shall pay all expenses incident to such registration,
including, without limitation, all registration, filing and applicable
securities exchange and market system fees, all fees and expenses of
complying with securities or blue sky laws, printing expenses, delivery
expenses, transfer agent fees, fees and disbursements of counsel for the
Company and its independent public accountants. The Holder shall be
responsible for all fees and expenses of their counsel and other professional
advisors.

                                       -4-

<PAGE>

         SECTION 8. TAX WITHHOLDINGS. The Company's obligation to deliver the
Option Securities upon the exercise of this Option may be subject to the
satisfaction of all applicable federal, state and local income tax
withholding requirements. Subject to approval by the Board of Directors of
the Company, the Holder may, in his discretion, use cash payment or shares of
Common Stock or other Option Securities in satisfaction of all or part of the
required federal, state and local income tax withholding incurred by the
Holder in connection with the exercise of this Option ("Taxes") by any one or
a combination of the following methods: (i) the Holder may make a cash
payment to the Company, (ii) the Holder may have the Company withhold from
the Option Securities otherwise issuable upon exercise of this Option a
portion of those Option Securities with an aggregate Market Value equal to
the amount of such Taxes (not to exceed 100 percent of such Taxes) as
designated by the Holder, and (iii) the Holder may deliver to the Company, at
the time the Option is exercised, one or more shares of Mature Shares held by
the Holder (other than pursuant to the transaction triggering the Taxes) with
an aggregate Market Value equal to such Taxes (not to exceed 100 percent of
such Taxes). The Mature Shares, if applicable, delivered by the Holder to the
Company in payment of all or any portion of the Taxes shall be canceled by
the Company upon receipt.

         SECTION 9. GOVERNING LAW.  This Option shall be construed in
accordance with the laws of the State of Oklahoma applicable to contracts
executed and to be performed wholly within such state.

         SECTION 8. NOTICE.  Notices and other communications to be given to
Holder of this Option shall be delivered by hand or by first-class mail,
postage prepaid, to

                          [NAME & ADDRESS OF OPTIONEE]

(until another address is filed in writing by the Holder with the Company).
Notices or other communications to the Company shall be deemed to have been
sufficiently given if delivered by hand or by first-class mail, postage
prepaid to the Company at

                        ADVANTAGE MARKETING SYSTEMS, INC.
                     2601 Northwest Expressway, Suite 1210W
                          Oklahoma City, Oklahoma 73112

or such other address as the Company shall have designated by written notice
to such registered owner as herein provided. Notice by mail shall be deemed
given when deposited in the United States mail, postage prepaid, as herein
provided.

         SECTION 11. SUCCESSORS. All the covenants and provisions of this
Option by or for the benefit of the Company shall bind and inure to the
benefit of its successors and assigns hereunder, and all covenants and
provisions of this Option by or for the benefit of the Holder of this Option
shall bind and inure to the benefit of the Holder of this Option.

         SECTION 12. TERMINATION. This Agreement shall terminate as of the
close of business on the Expiration Date, or such earlier date upon which
this Option shall have been exercised in full. However, with respect to
obligations contained herein regarding the registration of the Option
Securities, such obligations shall continue on and after the Expiration Date
if this Option is fully or partially exercised on or before the Expiration
Date.

         SECTION 13. BENEFITS OF THIS AGREEMENT. Nothing in this Option shall
be construed to give to any person or corporation other than the Company, and
its respective successors and assigns hereunder and the registered holder of
this Option any legal or equitable right, remedy or claim under this Option,
but this Option shall be for the sole and exclusive benefit of the Company
and its respective successors and assigns hereunder and the registered holder
of this Option.

                                       -5-

<PAGE>

         IN WITNESS WHEREOF, Company has executed this Stock Option on [DATE OF
GRANT].

                                       ADVANTAGE MARKETING SYSTEMS, INC.

                                       By:
                                          -------------------------------
                                          John W. Hail, Chief Executive Officer

                                       -6-

<PAGE>

                          PURCHASE FORM (CASH EXERCISE)
         (TO BE EXECUTED BY THE HOLDER OF THE STOCK OPTION IF EXERCISED
                              IN WHOLE OR IN PART)

To: ADVANTAGE MARKETING SYSTEMS, INC.
         The undersigned
                         ----------------------------------------------------
                           Please insert name of Holder

hereby irrevocably elects, pursuant to Section 1.1 of the Option, to exercise
the right of purchase represented by the Stock Option (the "Option") to which
this Purchase Form is attached, for, and to purchase thereunder, ______________
_________________ (________) shares of Common Stock provided for therein and
tenders payment herewith to the order of  ADVANTAGE MARKETING SYSTEMS, INC.
in the amount of $___________.  The undersigned requests that certificates for
such shares of Common Stock be issued as follows:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
and if said number of shares of Common Stock shall not be all the shares of
Common Stock purchasable thereunder, that a new Stock Option for the balance
remaining of shares of Common Stock purchasable under the Option be registered
in the name of, and delivered to the undersigned at the address stated below:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------

Dated: _________________________,____                Signature

                                                     ---------------------------
                                                     (Signature must conform in
                                                     all respects to the name of
                                                     Holder as specified on the
                                                     face of the Stock Option in
                                                     every particular, without
                                                     alteration, enlargement or
                                                     any change whatever.)

                                       -7-

<PAGE>

             PURCHASE FORM (STOCK IN LIEU OF CASH PAYMENT EXERCISE)
 (TO BE EXECUTED BY THE HOLDER OF THE STOCK OPTION IF EXERCISED IN WHOLE OR IN
                                     PART)

To: ADVANTAGE MARKETING SYSTEMS, INC.
         The undersigned
                         ----------------------------------------------------
                             Please insert name of Holder
hereby irrevocably elects, pursuant to Section 1.2 of the Option, to exercise
the right of purchase represented by the Stock Option (the "Option") to which
this Purchase Form is attached, for, and to purchase thereunder, ______________
_________________ (________) shares of Common Stock provided for therein and
tenders payment herewith _________ shares of Common Stock of the Company held
by the Holder as evidenced by the certificate or certificates accompanying
this Purchase Form. The undersigned requests that certificates for such
shares of Common Stock be issued as follows:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
and if said number of shares of Common Stock shall not be all the shares of
Common Stock purchasable thereunder, that a new Stock Option for the balance
remaining of shares of Common Stock purchasable under the Option be registered
in the name of, and delivered to the undersigned at the address stated below:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
     ---------------------------------------------------------------------------

Dated: ________________________, ____                Signature

                                                     ---------------------------
                                                     (Signature must conform in
                                                     all respects to the name of
                                                     Holder as specified on the
                                                     face of the Stock Option in
                                                     every particular, without
                                                     alteration, enlargement or
                                                     any change whatever.)

                                       -8-

<PAGE>

                                 ASSIGNMENT FORM
             (TO BE EXECUTED BY THE HOLDER OF THE STOCK OPTION ONLY
                                UPON ASSIGNMENT)

FOR VALUE RECEIVED, the undersigned hereby sells, assigns and
transfers unto
________________________________________________________________________________
______________________________________________("Assignee") the right to purchase
_______________________________________________ (_______) shares of Common Stock
subject to purchase under the Stock Option (the "Option") to which this
Assignment is attached, and appoints ___________________________________________
________________________________________________________________________________
_____________________ Attorney to transfer said Option or portion thereof on the
books of ADVANTAGE MARKETING SYSTEMS, INC. with the full power of
substitution in the premises.  In accordance with Section 3 of the Option,
the undersigned requests that the Company execute, issue and deliver a new
Stock Option evidencing the rights of the Assignee to purchase such assigned
shares of Common Stock to Assignee as follows:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
and if said number of shares of Common Stock shall not be all the shares of
Common Stock purchasable under the Option, that the Company execute, issue and
deliver a new Stock Option for the balance remaining of shares of Common Stock
purchasable under the Option to be registered in the name of, and delivered to
the undersigned at the address stated below:
Name:
     ---------------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------
Deliver to:
           ---------------------------------------------------------------------
Address:
        ------------------------------------------------------------------------

Dated:___________________________,____.

In the presence of:

                                                     Signature
---------------------------------------
Signature Guaranteed:

                                                     ---------------------------
                                                     (Signature must conform in
                                                     all respects to the name of
                                                     Holder as specified on the
                                                     face of the Stock Option in
                                                     every particular, without
                                                     alteration, enlargement or
                                                     any change whatsoever, and
                                                     the signature must be
                                                     guaranteed in the usual
                                                     manner.)

                                       -9-<PAGE>

                                   EXHIBIT 4.3

                                  STOCK OPTION

                        OPTIONS TO PURCHASE COMMON STOCK

                                       OF

                        ADVANTAGE MARKETING SYSTEMS, INC.

           (RESTATED AS OF OCTOBER 29, 1996, TO REFLECT ONE-FOR-EIGHT
                             REVERSE STOCK SPLIT.)

                                      DATE:

         This is to certify that, for value received, [NAME OF OPTIOINEE]
("Optionee") is entitled to purchase, subject to the provisions of this Stock
Option (this "Option"), from ADVANTAGE MARKETING SYSTEMS, INC., an Oklahoma
corporation (the "Company"), up to [NUMBER OF SHARES] shares of Common Stock,
$.0001 par value, of the Company (the "Stock") at an exercise price of [AMOUNT
OF EXERCISE PRICE] DOLLARS per share (the "Exercise Price"), for an aggregate
exercise price of [AGGREGATE EXERCISE PRICE] DOLLARS (the "Aggregate Exercise
Price"). With the exception of any adjustments pursuant to Section 4 of this
Option, the Stock issuable upon exercise of this Option shall be in all respects
identical to the Common Stock issued and outstanding of the Company as of the
date hereof. The shares of Stock or other securities deliverable upon such
exercise, as adjusted from time to time, are hereinafter sometimes referred to
as the "Option Securities." This Option may be exercised by the Optionee at any
time in whole or in part. Unless the context otherwise requires, the term
"Option" or "Options" as used herein includes this Option and any other Option
or Options that may be issued pursuant to the provisions of this Option, whether
upon partial exercise, divisions, combinations, exchange or otherwise.

         SECTION 9.     EXERCISE OF OPTION. Subject to the provisions hereof,
this Option may be exercised in whole or in part at any time or from time to
time during the period commencing on the date hereof (the "Commencement
Date") and ending 5:00 P.M., Central Standard Time, on [DATE] (the
"Expiration Date") in accordance with Section 1.1 and/or Section 1.2 hereof.
Upon such exercise, the Company shall issue to the Optionee one or more
certificates for the Option Securities, as appropriate. If this Option is
exercised in part only, the Company shall, promptly after presentation of
this Option upon such exercise, execute and deliver a new Option evidencing
the rights of Optionee to purchase the balance of the Option Securities
purchasable hereunder upon the same terms and conditions as herein set forth.

         SECTION 1.1    CASH EXERCISE. Subject to Section 5, the Optionee may
effect a cash exercise of all or any portion of this Option by surrender of
this Option, together with the duly executed Purchase Form annexed hereto, to
the Company at its principal offices at any time prior to the Expiration
Date, accompanied by payment in cash or by certified or official bank check
payable to the order of the Company in the amount equal to Exercise Price
multiplied by the number of Option Securities specified in the Purchase Form.

         SECTION 1.2    RECEIPT OF STOCK IN LIEU OF CASH PAYMENT. Subject to
Section 5, the Optionee may effect an exercise of this Option by surrendering
this Option Agreement, together with the duly executed Purchase Form annexed
hereto, to the Company at its principal offices at any time prior to the
Expiration Date, accompanied by a certificate or certificates evidencing the
number of Mature Shares (as defined below) held by the Optionee, in which no
payment of cash will be required to the extent that the Market Value (as
defined below) of the Mature Shares equals or exceeds the total exercise
price of the number of Option Securities for which this Option is being
exercised. In the event a cash payment shall be required, such cash payment
shall be determined in accordance with Section 1.1 with respect to the number
of Option Securities having a total Exercise Price in excess of the Market
Value of the Mature Shares accompanying the Purchase Form. The number of
Option Securities to be issued to the Optionee pursuant to exercise of this
Option in accordance with this Section shall be determined by multiplying the
number of Mature Shares (held by the Optionee) by the Market Value (as defined
below) of the Common Stock of the Company and dividing such amount by the
Exercise Price of the Option Securities being purchased, less the number of
Mature Shares held by the Optionee evidenced by the certificate or certificates
accompanying the Purchase Form. For purposes of this calculation the number of
Mature Shares shall be limited to that number which when multiplied by the
Market Value (as defined below) of the Common Stock of the Company yields a
value which is less than or equal to the total exercise price of

<PAGE>

the number of Option Securities for which this Option is being exercised.
Thereafter, the Mature Shares delivered to the Company will not be canceled, but
will be redelivered to the Optionee, as well as the number of Option Securities
issuable pursuant to exercise of this Option in accordance with this Section.
For purposes hereof, (i) "Mature Shares" shall mean the number of shares of
Common Stock evidenced by the certificate or certificates accompanying the
Purchase Form that have been held by the Optionee for more than six months on
the date of issuance of the Option Securities pursuant to exercise of this
Option and (ii) "Market Value" shall mean, as of the close of the business day
preceding the date of exercise of this Option, (A) if the Common Stock is listed
for trading on a national or regional stock exchange or is included on the
Nasdaq National Market or SmallCap Market, the closing sale price quoted on such
exchange or the Nasdaq National Market or SmallCap Market which is published in
THE WALL STREET JOURNAL for the trading day immediately preceding the date of
exercise, or if no trade of the Common Stock shall have been reported on such
date, the last sale price so quoted for the next day prior thereto on which a
trade in the Common Stock was so reported or (B) if the Common Stock is not so
listed or admitted to trading or included on a national or regional stock
exchange, the Nasdaq National Market or Nasdaq SmallCap Market, the average of
the closing highest reported bid and lowest reported ask price as quoted on the
National Association of Securities Dealer's OTC Bulletin Board or in the "pink
sheets" published by the National Daily Quotation Bureau for the business day
immediately preceding the date of exercise on which the Common Stock is traded
or, if no trade of the Common Stock shall have been reported on such date, the
last sale price so quoted for the next day prior thereto on which a trade in the
Common Stock was quoted.

         SECTION 10.    RESERVATION OF SHARES. The Company shall at all times
after the Commencement Date and until expiration of this Option reserve for
issuance and delivery upon exercise of this Option the number of Option
Securities as shall be required for issuance and delivery upon exercise of
this Option.

         SECTION 11.    NONTRANSFERABILITY OF THIS OPTION. Except as
otherwise herein provided, this Option shall not be transferable otherwise
than by will or the laws of descent and distribution, and this Option may be
exercised, during the lifetime of Optionee, only by him. More particularly
(but without limiting the generality of the foregoing), this Option may not
be assigned, transferred (except as provided above), pledged or hypothecated
in any way, shall not be assignable by operation of law and shall not be
subject to execution, attachment, or similar process. Any attempted
assignment, transfer, pledge, hypothecation or other disposition of this
Option contrary to the provisions hereof shall be null and void and without
effect.

         SECTION 12.    ADJUSTMENT IN THE NUMBER, KIND AND PRICE OF OPTION
SECURITIES. The number and kind of Option Securities purchasable upon exercise
of this Option shall be subject to adjustment from time to time upon the
occurrence, after the date hereof, of the following events:

         12.1  In the event the Company shall (i) pay a dividend in, or make a
distribution of, shares of Stock or of capital stock convertible into Stock on
its outstanding Stock, (ii) subdivide its outstanding shares of Stock into a
greater number of such shares, or (iii) combine its outstanding shares of Stock
into a smaller number of such shares, the total number of shares of Stock
purchasable upon the exercise of this Option immediately prior thereto shall be
adjusted so that the Optionee shall be entitled to receive at the same Aggregate
Exercise Price the number of shares of Stock and the number of shares of capital
stock convertible into Stock which such Optionee would have owned or have been
entitled to receive immediately following the happening of such event. Any
adjustment made pursuant to this Subsection shall, in the case of a stock
dividend or distribution or a stock issuance, become effective as of the record
date therefor and, in the case of a subdivision or combination, be made as of
the effective date thereof.

         12.2  In the event of any adjustment of the total number of shares of
Stock purchasable upon the exercise of this Option pursuant to Subsection 4.1,
the Aggregate Exercise Price shall remain unchanged, but the number of shares of
capital stock or Option Securities obtainable on exercise of this Option, and
the per share exercise price shall be adjusted as provided in Subsection 4.1.

         12.3  In the event of a capital reorganization or a reclassification
of the Stock (except as provided in Subsection 4.1 or Subsection 4.4), the
Optionee, upon exercise thereof, shall be entitled to receive, in lieu of the
Stock to which he would have become entitled upon exercise immediately prior to
such reorganization or reclassification, the shares (of any class or classes) or
other Option Securities or property of the Company (or cash) that the Optionee
would have been entitled to receive at the same Aggregate Exercise Price upon
such reorganization or reclassification

                                       -2-

<PAGE>

if this Option had been exercised immediately prior thereto; and in any such
case, appropriate provision shall be made for the application of this Section 4
with respect to the rights and interests thereafter of the Optionee (including,
but not limited to, the allocation of the Aggregate Exercise Price between or
among the Option Securities), to the end that this Section 4 (including the
adjustments of the number of shares of Stock or other Option Securities
purchasable) shall thereafter be reflected, as nearly as reasonably practicable,
in all subsequent exercises of this Option for any shares or other Option
Securities or other property (or cash) thereafter deliverable upon the exercise
of this Option.

         12.4  In case of any consolidation of the Company with, or merger of
the Company with, or merger of the Company into, another corporation (other than
a consolidation or merger which does not result in any reclassification or
change of the outstanding Stock), or in case of any sale or conveyance to
another corporation of the property of the Company as an entirety or
substantially as an entirety, the corporation formed by such consolidation or
merger or the corporation which shall have acquired such assets, as the case
may be, shall execute and deliver to the Optionee a supplement to this Option
or a new option providing that the Optionee shall have the right thereafter
(until the Expiration Date) to receive, upon exercise of this Option or any
new option, at the same Aggregate Exercise Price, solely the kind and amount
of shares of Option Securities and property (or cash) receivable upon such
consolidation, merger, sale or transfer by the Optionee for the number and
kind of Option Securities for which this Option might have been exercised
immediately prior to such consolidation, merger, sale or transfer. Such
supplemental option or new option shall provide for adjustments which shall
be as nearly equivalent as may be practicable to the adjustments provided in
this Section. The above provision of this Subsection 4.4 shall similarly
apply to successive consolidations, mergers, sales or transfers.

         12.5  Whenever the Option Securities purchasable upon exercise of this
Option are modified as provided in Subsection 4.1 or 4.4 (provided that any such
modifications shall not change or extend the expiration date of this Option),
the Company will promptly deliver to the Optionee a certificate signed by the
Chairman of the Board, Chief Executive Officer or the President, or a Vice
President of the Company and by the Treasurer or an Assistant Treasurer or the
Secretary or an Assistant Secretary of the Company setting forth the number and
kind of Option Securities purchasable and the other property (including cash)
receivable by the Optionee upon exercise of this Option or any supplemental or
new option. Such certificate will state that such adjustments in the kind of
purchasable Option Securities and other property (including cash) receivable by
the Optionee upon exercise of this Option conform to the requirements of this
Section 4, and setting forth a brief statement of the facts accounting for such
adjustments. In the event, the Optionee does not agree with such determination
of the Board of Directors of the Company as set forth in the certificate, the
Company shall retain a firm of independent public accountants acceptable to the
Optionee to make any computation required under this Section 4, and a
certificate signed by such firm shall be conclusive evidence of the correctness
of any computation made under this Section 4.

         SECTION 13.    SERVICE REQUIREMENT. This Option and the exercise hereof
shall be subject to the requirement that the Optionee continue to provide
services to the Company in a capacity of equal or greater responsibility than
the Optionee was on February 21, 1995 (the "Service Requirement"), as determined
in the sole discretion of the Board of Directors of the Company; provided
however, that 20 percent of this Option shall vest, on a cumulative basis, on
each anniversary date of the grant of this Option and such vested portion of
this Option shall not be subject to the Service Requirement. That portion of
this Option that ceases to be subject to the Service Requirement shall be
exercised by the Optionee during the Exercise Period in accordance with the
provisions hereof. Provided, however, at any time the Company may waive the
Service Requirement, subject to such terms and conditions as determined in the
sole discretion of the Board of Directors of the Company, by providing written
notification to the Optionee of such waiver and setting forth the terms and
conditions of such waiver.

         SECTION 14.    NOTICE OF CERTAIN CORPORATION ACTION. In case the
Company after the date hereof shall propose to effect any consolidation or
merger to which the Company is a party and for which approval of any
shareholders of the Company is required, or any sale, transfer or other
disposition of its property and assets substantially as an entirety, or the
liquidation, voluntary or involuntary dissolution or winding-up of the Company,
then, in each such case, the Company shall mail (by first-class, postage prepaid
mail) to the Optionee notice of such proposed action, which notice shall
specify the date on which such reclassification, reorganization, consolidation,
merger, sale, transfer, other disposition, liquidation, voluntary or involuntary
dissolution or winding-up shall take place or commence, as the case may be, and
which shall also specify any record date for determination of holders of the
capital stock of the Company entitled to vote thereon or participate therein
and shall set forth such facts with respect

                                       -3-

<PAGE>

thereto as shall be reasonably necessary to indicate any adjustments in the
number or kind of Option Securities purchasable upon exercise of this Option
which will be required as a result of such action, and the Optionee may
thereafter exercise this Option. Such notice shall be filed and mailed in the
case of any action covered by this Section 6, at least 20 days prior to the
earlier of (i) the date on which such reclassification, reorganization,
consolidation, merger, sale, transfer, other disposition, liquidation, voluntary
or involuntary dissolution or winding-up is expected to become effective, (ii)
the date on which it is expected that holders of shares of the capital stock of
record on such date shall be entitled to exchange their shares for securities or
other property deliverable upon such reclassification, reorganization,
consolidation, merger, sale, transfer, other disposition, liquidation, voluntary
or involuntary dissolution or winding-up, or (iii) the record date for
determination of holders of the capital stock of the Company entitled to vote on
such action or participate in such action. Failure of the Optionee to exercise
this Option in whole or in part prior to any corporate action as described in
this Section 6 shall not affect or alter the rights of the Optionee as set forth
in this Option.

         SECTION 15.    RESTRICTED SECURITIES. All of the Option Securities
subject to this Option are being acquired by the Optionee for his own
investment purpose and not with a view to, or for resale in connection with,
any distribution of the Option Securities or with any intention of further
distribution. The Optionee understands that the Option Securities have not
been registered under the Securities Act of 1933 (the "Act") or the
securities laws of any state (collectively called the "Securities Laws") and
will be issued in reliance upon certain exemptions from the registration
requirements of such Securities Laws for non-public offerings. The Optionee
hereby acknowledges that the Option Securities are "Restricted Securities" as
defined under the Act and Rule 144 promulgated thereunder and may not be
transferred, and that the Company will not be required to approve any such
transfer, unless and until the Company shall have been informed of the
proposed transfer and i) the Optionee has obtained an opinion of counsel, in
form and content satisfactory to the Company and its counsel, that no
violation of the Act or any other applicable law will be involved in such
transfer, and or other such documentation in connection therewith as counsel
for the Company may require as a condition precedent in order to make a
determination that the transfer will involve no such violation; or ii) the
transfer shall be governed by the provisions of Rule 144 or any other rule
promulgated under the Act, in a manner satisfactory to the Company's counsel.
The Optionee agrees that the Company is under no obligation to register the
Option Securities on behalf of the Optionee or to assist him in complying
with any exemption from their registration, except as otherwise provided
herein. The Optionee agrees that the following legend may be placed on any
certificates delivered to him representing the Option Securities in order to
give notice of the transfer restrictions set forth in this agreement and that
the Company may instruct its transfer agent not to transfer any of the Option
Securities until it has received written approval from the Company.

         "THE SHARES REPRESENTED BY THIS CERTIFICATE HAVE BEEN ISSUED PURSUANT
         TO AN EXEMPTION FROM REGISTRATION UNDER THE SECURITIES ACT OF 1933, AS
         AMENDED (THE "ACT"), AND MAY NOT BE OFFERED FOR SALE, SOLD OR OTHERWISE
         TRANSFERRED IN THE ABSENCE OF AN EFFECTIVE REGISTRATION STATEMENT OR AN
         EXEMPTION UNDER THE ACT TO BE ESTABLISHED TO THE SATISFACTION OF THE
         COMPANY. THE SALE, IF ANY, OF THESE SHARES SHALL BE GOVERNED BY THE
         PROVISIONS OF RULE 144 OR ANY OTHER APPLICABLE RULE PROMULGATED BY THE
         SECURITIES AND EXCHANGE COMMISSION UNDER THE SECURITIES ACT OF 1933, AS
         AMENDED."

         SECTION 8.     TAX WITHHOLDINGS. The Company's obligation to deliver
the Option Securities upon the exercise of this Option may be subject to the
satisfaction of all applicable federal, state and local income tax
withholding requirements. Subject to approval by the Board of Directors of
the Company, the Optionee may, in his discretion, use cash payment or shares
of Common Stock or other Option Securities in satisfaction of all or part of
the required federal, state and local income tax withholding incurred by the
Optionee in connection with the exercise of this Option ("Taxes") by any one
or a combination of the following methods: (i) the Optionee may make a cash
payment to the Company, (ii) the Optionee may have the Company withhold from
the Option Securities otherwise issuable upon exercise of this Option a
portion of those Option Securities with an aggregate Market Value equal to
the amount of such Taxes (not to exceed 100 percent of such Taxes) as
designated by the Optionee, and (iii) the Optionee may deliver to the
Company, at the time the Option is exercised, one or more shares of Mature
Shares held by the Optionee (other than pursuant to the transaction
triggering the Taxes) with an aggregate Market Value equal to such

                                       -4-

<PAGE>

Taxes (not to exceed 100 percent of such Taxes). The Mature Shares, if
applicable, delivered by the Optionee to the Company in payment of all or any
portion of the Taxes shall be canceled by the Company upon receipt.

         SECTION 9.     GOVERNING LAW.  This Option shall be construed in
accordance with the laws of the State of Oklahoma applicable to contracts
executed and to be performed wholly within such state.

         SECTION 10.    NOTICE.  Notices and other communications to be given
to Optionee shall be delivered by hand or by first-class mail, postage
prepaid, to

                        [NAME AND ADDRESS OF OPTIOINEE]

(until another address is filed in writing by the Optionee with the Company).
Notices or other communications to the Company shall be deemed to have been
sufficiently given if delivered by hand or by first-class mail, postage prepaid
to the Company at

                        ADVANTAGE MARKETING SYSTEMS, INC.
                     2601 Northwest Expressway, Suite 1210W
                          Oklahoma City, Oklahoma 73112

or such other address as the Company shall have designated by written notice to
Optionee as herein provided. Notice by mail shall be deemed given when deposited
in the United States mail, postage prepaid, as herein provided.

         SECTION 11.    SUCCESSORS. All the covenants and provisions of this
Option by or for the benefit of the Company shall bind and inure to the
benefit of its successors and assigns hereunder, and all covenants and
provisions of this Option by or for the benefit of the Optionee shall bind
and inure to the benefit of the Optionee.

         SECTION 12.    TERMINATION.  This Agreement shall terminate as of
the close of business on the Expiration Date, or such earlier date upon which
this Option shall have been exercised in full.

         SECTION 13.    BENEFITS OF THIS AGREEMENT. Nothing in this Option
shall be construed to give to any person or corporation other than the
Company, and its respective successors and assigns hereunder and the Optionee
any legal or equitable right, remedy or claim under this Option, but this
Option shall be for the sole and exclusive benefit of the Company and its
respective successors and assigns hereunder and the Optionee.

         IN WITNESS WHEREOF, Company has executed this Stock Option on [DATE OF
GRANT].

                                       ADVANTAGE MARKETING SYSTEMS, INC.

                                       By:
                                           -------------------------------------
                                           John W. Hail, Chief Executive Officer

                                       -5-

<PAGE>

                          PURCHASE FORM (CASH EXERCISE)
        (TO BE EXECUTED BY THE OPTIONEE IF EXERCISED IN WHOLE OR IN PART)

To: ADVANTAGE MARKETING SYSTEMS, INC.
         The undersigned _____________________________________________________
                         Please insert name of Optionee
hereby irrevocably elects, pursuant to Section 1.1 of the Option, to exercise
the right of purchase represented by the Stock Option (the "Option") to which
this Purchase Form is attached, for, and to purchase thereunder, _____________
______________________________________ (___________) shares of Common Stock
provided for therein and tenders payment herewith to the order of ADVANTAGE
MARKETING SYSTEMS, INC. in the amount of $_______________.  The undersigned
requests that certificates for such shares of Common Stock be issued as follows:
Name:__________________________________________________________________________
Address:_______________________________________________________________________
Deliver to:____________________________________________________________________
Address:_______________________________________________________________________
and if said number of shares of Common Stock shall not be all the shares of
Common Stock purchasable thereunder, that a new Stock Option for the balance
remaining of shares of Common Stock purchasable under the Option be registered
in the name of, and delivered to the undersigned at the address stated below:
Name:__________________________________________________________________________
Address:_______________________________________________________________________
Deliver to:____________________________________________________________________
Address:_______________________________________________________________________

Dated: _______________,____            Signature

                                         ---------------------------------------
                                         (Signature must conform in all respects
                                         to the name of Optionee as specified on
                                         the face of the Stock Option in every
                                         particular, without alteration,
                                         enlargement or any change whatever.)

                                       -6-

<PAGE>

             PURCHASE FORM (STOCK IN LIEU OF CASH PAYMENT EXERCISE)
        (TO BE EXECUTED BY THE OPTIONEE IF EXERCISED IN WHOLE OR IN PART)

To: ADVANTAGE MARKETING SYSTEMS, INC.
         The undersigned _____________________________________________________
                         Please insert name of Optionee
hereby irrevocably elects, pursuant to Section 1.2 of the Option, to exercise
the right of purchase represented by the Stock Option (the "Option") to which
this Purchase Form is attached, for, and to purchase thereunder, ____________
___________________________________ (__________) shares of Common Stock provided
for therein and tenders payment herewith shares of Common Stock of the Company
held by the Optionee as evidenced by the certificate or certificates
accompanying this Purchase Form. The undersigned requests that certificates for
such shares of Common Stock be issued as follows:
Name:__________________________________________________________________________
Address:_______________________________________________________________________
Deliver to:____________________________________________________________________
Address:_______________________________________________________________________
and if said number of shares of Common Stock shall not be all the shares of
Common Stock purchasable thereunder, that a new Stock Option for the balance
remaining of shares of Common Stock purchasable under the Option be registered
in the name of, and delivered to the undersigned at the address stated below:
Name:__________________________________________________________________________
Address:_______________________________________________________________________
Deliver to:____________________________________________________________________
Address:_______________________________________________________________________

Dated: _______________,____            Signature

                                         ---------------------------------------
                                         (Signature must conform in all respects
                                         to the name of Optionee as specified on
                                         the face of the Stock Option in every
                                         particular, without alteration,
                                         enlargement or any change whatever.)

                                       -7-

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