Advertising Age Encyclopedia of Advertising by 
TIP: If you know the title, put it in "quotation marks"
Adcreep by
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"--modern marketing's march to create a world where advertising can be expected anywhere and anytime--has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private.
Advertising Age Handbook of Advertising by
Guide to all aspects of creating advertising, including testing and research, creative strategy, budgeting and production.
Advertising and Promotion : an integrated marketing communications perspective by
Extremely well-written overview of all aspects of advertising, media and marketing.
Effective advertising : understanding when, how, and why advertising works by
In-depth literature review and summary of the effectiveness of advertising on sales.
How advertising works : the role of research by
Both a practitioner and an academic, Professor Jones is regarded as an authority on the long and short term sales effects of advertising. This book compiles the works of leading researchers on advertising effectiveness. It covers research into the effectiveness of stepping up advertising during a recession, among many other things.
Tested advertising methods by
A classic source written by one of the "fathers of advertising". The library has several editions (this one was published posthumously). The book is a concise compilation of effective copywriting techniques.
