Think now, Design later.

Possibly the most influential book I've read since having any interest in Graphic design & advertising is the Advertising Concept Book: Think now, Design later, by Pete Barry. Barry breaks down advertising into chunks that are extremely satisfying to digest. Barry helps the reader sail through the basics by working out; what is being said, who its being said to and how its being said. The book covers the whole spectrum of the advertising business from generating ideas, suitable imagery, typographic selection and even how to write good copy. With a huge selection of case studies and fun pencil drawings Barry's book is exceptional.