"Think now, design later"

The advertising concept book by Pete Barry is a really helpful tool for any student (or proffesional) of advertising. it is a complete guide to creative ideas (how to come up with them, what works etc), strategies and campaigns. it covers every aspect of the advertising business from how to write copy to the creative process to how agencies work. the main thing i like about the book is that it tells you how to start which to me is one of the most difficult parts. there are also excersises throughout so you can practise.
the author has also 'roughed up' more than 400 famous campaigns to reinforce his idea that 'a great idea will last forever'. it is also to show the idea in itself rather than a finished product.
the book is well written, well designed and well worth a read.