Finally, a good book about advertising (or should I say Integrated Marketing Communications, as they include Promotion as well). This book makes Ries & Ries (The Fall of Advertising & the Rise of PR) seem superficial, especially as they talk about Absolut as one advertising based success (of course, promotion played a role as a supplement). It is a bit big and extremely verbose, but if you are interested in the subject and have the patience to read it in a structured fashion, it will be worth it.

I recommend it.