This is a must-read for anyone professionally involved in the creation of advertising. It's written for people without background on the subject, but does such a good job in organizing and clarifying the principles that it's a good read for even marketing veterans.
Berger does an excellent job exploring and detailing the message elements that cause people to remember advertising messages and stories, and to want to pass around those stories (with or without embedded ad messages). The book explores 6 principles involved in why things catch on:
* social currency
* practical value
These principles serve as a checklist for the creation of advertising, especially any advertising that attempts to be viral.