Breakthrough Adveritising was written by Eugene Schwartz in the 1960s. Recently, over the last decade or so, it's had a real resurgence and developed a bit of an underground cult following. And for good reason!

While this book was originally written specifically about copywriting for newspaper ads, I see some of the underlying philosophies as one of the best lenses through which to view modern adveritsing and marketing in general.

I had to break this book into two episodes - this first part is about the ideas of "harnessing mass desire", then the next episoide goes deep on the five "states of awareness".

You can buy a second hand copy of this book for hundreds (and in some cases I've seen thousands) of dollars, or grab a new edition which is still not cheap but at least somewhat reasonable: https://breakthroughadvertisingbook.com/