Making ads is not something you can learn from reading a book. Advertising is a trade, and like all trades, the only way you really learn is by doing.

But, in addition to constant browsing of the Award Show Annuals, a good book can certainly help. Here are a few to choose from while you’re working on, or waiting to work on, your book.

Click on the cover photo or title to order the book from Amazon.com.

		Hey Whipple, Squeeze This* by Luke Sullivan Equal parts about putting together a portfolio and the job of actually working in an ad agency, Luke Sullivan writes about the business of making ads as only an ad guy could (and should): to-the-point, irreverent and true.
		Cutting Edge Advertising* by Jim Atchison In addition to that thing about not judging a book by its cover, so it would also seem that you shouldn’t judge a book by its title. But a great book nonetheless. Early chapters about the "creative work before the creative work" explain strategic insights are absolutely necessary to make great print creative.
		Hitting the Sweet Spot* by Lisa Fortini Campbell A simple explanation of how account planners attempt to develop insights about consumers in an effort to make better, more effective creative.
		Truth, Lies and Advertising by Jon Steel Goodby-Berlin may well be the best advertising agency in world. Jon Steele's introduction of account planning may well the reason why. Planning with original consumer insights help create more powerful ads for greater results. (Got Milk?)
		Under the Radar: Talking to Today's Cynical Consumer by Jonathan Bond, Richard Kirshenbaum They advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to sell Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Jon Bond and Richard Kirshenbaum tell the story of their agency and how they see the world as their billboard.
		Where the Suckers Moon: The Life and Death of an Advertising Campaign by Randall Rothenberg A New York Times reporter’s almost day-by-day true story of an ad agency shootout, all gunning for a coveted car account.
		The Book of Gossage by Howard Gossage, introduction by Jeff Goodby Once upon a time, in a small San Francisco firehouse, Howard Luck Gossage had an ad agency.
		The Copywriter's Bible Published by D&AD A compilation of work and advice from 32 of the world's best (English speaking) copywriters.
		Advertising Today by Warren Berger A huge coffee table book, it includes over 500 advertisements originally seen in a wide range of media: print, television, billboards, internet, and street marketing ideas– capturing the heart and soul of great advertising.
		Five Giants Of Advertising by Philippe Lorin The book breaks down into five sections covering in the beginnings of the greatest five agency builders of all time founders of Lord & Thomas (Lasker), Leo Burnett (Leo Burnett), O&M (Ogilvy), Publicis (Bleustein-Blanchet) and DDB (Bernbach).
		Communication Arts Magazine* Examples of great advertising and design 8 times a year. The Chicago Portfolio School doesn’t use a textbook but this is as close as we get and every student gets a free one-year subscription. Study your copy and your ads get better. Take mine and you lose your hand.

*Required reading