Type Mask Tool
Something that I've learned to do which gives a very nice decorative effect on posters and advertisements is using pictures to fill in fonts. It's quite simple and easy to do, and looks really great. I do a lot of photography in my spare time, so I chose to use one of my own photos (left) which I took whilst out on a walk where the old mining pit used to be near where I live. To do this, I use the Type Mask Tool. This is found on the toolbar when you right click on the 'T' image, the same place you find the horizontal and vertical type tools. I then simply click my image and type over it, like I usually would if I were using the horizontal type tool. I typed over it 'Pit Stacks', because that's where I was when I took this photo.
I then pressed CTRL X, and CTRL V. This pasted my text onto a new layer, so that the image and the text I just took from it are now separate. I then added a shadow to my text to make it more visible on the image. 
Another Example;
This time, I chose an image of New York.
I also chose a larger font to type over my image with, to make the effect more visible and look much better than my first attempt.
I again added a drop shadow to my text to make it stand out more from my image.
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