SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    FORM 8-K

              Current Report Pursuant to Section 13 or 15(d) of the
                         Securities Exchange Act of 1934

       Date of Report (Date of earliest event reported) January 16, 2004


                        ADVANTAGE MARKETING SYSTEMS, INC.
             (Exact name of registrant as specified in its charter)


       OKLAHOMA                     001-13343               73-1323256
(State or other jurisdiction       (Commission            (IRS Employer
    of incorporation)              File Number)         Identification No.)

                       2601 N.W. Expressway, Suite 1201W,
                          Oklahoma City, Oklahoma         73112
               (Address of principal executive offices) (Zip Code)

                                 (405) 842-0131
              (Registrant's telephone number, including area code)



Information To Be Included in the Report

Item 5.  Other Events.

     On January 21, 2004, Advantage Marketing Systems, Inc. announced that on
January 16, 2004, it had completed the redemption of all of its outstanding
1997-A Warrants, its Redeemable Common Stock Purchase Warrants and its
Underwriter Warrants.

     Additional details concerning the redemptions are set forth in the News
Release attached as Exhibit 99 hereto.

Item 7.  Financial Statements and Exhibits.

(c)  The following exhibit is filed with this Form 8-K and is identified by
     the number indicated:

     Exhibit
       No.                 Description
       ---                 -----------

       99         Press Release dated January 21, 2004


                                     SIGNATURES

     Pursuant  to the  requirements  of the  Securities  Exchange  Act of  1934,
the Registrant has duly  caused  this  report to be signed on its  behalf by the
undersigned hereunto duly authorized.

                                         ADVANTAGE MARKETING SYSTEMS, INC.


                                         By:     REGGIE COOK
                                         Name:   Reggie Cook
                                         Title:  Chief Financial Officer

Date:  January 26, 2004

                                 EXHIBIT INDEX

Exhibit
  No.        Description                       Method of Filing
  ---        -----------                       ----------------

  99     Press Release dated January 21,     Filed herewith electronically
         2004