Anyone with an interest in the domain of advertising and communication at the beginning of their career should carefully read this book about How to produce successful advertising. It was updated permanently and this third edition includes a lot of references of the domain of online communication.
The main advantages: there is a lot of information, organized in a very practical way. You can find almost everything you need and want to know about advertising, from the basic definitions, to the planning and media buying details. Most information are about 'how to' and thus, if you have some small questions about the actions and type of approach of various domains, you need to read this book. Also, if you are a student taking a class in advertising, this book will bring you all the volume of information that will help you to have a better perspective on this domain.
The main disadvantage: someone with a basic knowledge of the domain and a minimal experience in this domain will expect more analysis of specific cases. There were included a couple of examples but not enough to help the practitioner to behave in various situations.
Anyway, if you are looking for something useful to read over the week-end, you can give a try to this book.
