Advertising Books
gruseom: I got a lot out of Claude Hopkins' writings. He was one of the earliest pioneers of modern ads (turn of the 20th century), but when you read about how he meticulously tested his campaigns, it's as if he had the internet in mind. It's not the contemporary textbook you're asking for, but sometimes I think the classics have more valuable information in them. His stuff is also highly readable because it's full of good stories.http://www.amazon.com/Life-Advertising-Scientific-Classics-L...