If the house is already wired for cable TV, then you might consider using the existing cables. You can connect the coax to your antenna instead of the cable system (don't connect multiple signal sources to the same network of cables).
If you do plan on running new cable, I've had success dropping down from above (attic) or coming up from underneath (sub-floor) by drilling a small hole to feed the cable. The main challenges are finding the exact location for drilling the hole, finding wall cavities that aren't blocked by anything, and getting around existing elements (electrical wiring, telco, plumbing, ducts, etc.).
Antenna theory is a huge subject that is not easily covered by one source. You might want to start with something like
http://en.wikipedia.org/wiki/Antenna_(radio) and then drill down into more detailed areas as you see fit.
For practical consumer TV antennas, you'll primarily find the following antenna designs in use:
- Yagi
- Log periodic
- Bowtie
- Dipole (a.k.a. rabbit ears)
- Loop
You can also ask questions on the forums to learn more.