I done a journalism and interviewed Paul Feldwick for Campaign.
(I'm linking to it, but I can never bring myself to read anything I've written after it's subbed so, you know, it might be rubbish. Apologies if it is.)
I'm mentioning it because I think The Anatomy of Humbug is an incredibly important book*. I'm going to be discussing it more. Get yourself a copy and read along as every advertising theory dissolves into dust.
*Importance being relative here, I mean incredibly important within the narrow world of marketing.