Advantage Marketing Systems Extends Successful Program Targeting Institutional Investors.

Business Editors, Health & Medical Writers

OKLAHOMA CITY--(BW HealthWire)--May 16, 2000

Advantage Marketing Systems, Inc. ("AMS") (AMEX: AMM ) today announced that it has extended its relationship with Rivel Research Group to continue assisting the company in communicating its exciting story to institutional investors. Rivel has a unique program which allows small cap companies to effectively reach the institutional investor community. Their client list includes some of the largest companies in the United States as well as such notable success stories as BEA Systems, Mercury Interactive and The Limited.

Rivel reported that the initial program was a tremendous success with 54 interested institutional investors being introduced to AMS of which 15 indicated that they will likely take a position within the next 12 months. Commenting on the extended relationship, founder and CEO, John W. Hail, said: "We are pleased with the preliminary results of the Rivel program. However, we have always known that attracting an institutional investor following for our stock was a long term proposition and we are confident that we will see significant results this year."

AMS markets more than 100 natural nutritional supplements, weight management products, skin and hair care products and cosmetics based on herbal-based proprietary product formulations. The Company's products are distributed by more than 72,000 independent distributors.

For more information, visit the Company's web site at www.amsonline.com.

Certain statements in this release may constitute "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Certain, but not necessarily all, of such forward-looking statements can be identified by the use of forward-looking terminology such as "anticipates," "believes," "expects," "may," "will," or "should" or other variations thereon, or by discussions of strategies that involve risks and uncertainties. The actual results of the Company or industry results may be materially different from any future results expressed or implied by such forward-looking statements.