This book offers a good explanation of using creative advertising templates for making highly effective commercials. The explanations and accompanying examples are clear and well organized. The authors also introduce and include some of the basic concepts of advertising and marketing. I would have liked to see a deeper coverage of the templates and of Systematic Inventive Thinking creative advertising tools. Also - in some case there are too few examples of the templates.
I've read tons of books on copywriting and this has been one of the best. I'm surprised it doesn't have more reviews. It's a wonderful companion for brainstorming strategic and compelling ad campaigns. I'd highly recommend it - that is if you can manage to get your hands on a copy (seems to be out of print, unfortunately).