Admen, Mad Men, and the Real World of Advertising

Dave Marinaccio

• Publisher: Arcade Publishing
• Year: 2015
• eBook ISBN: 9781628726213
• Topic: Business
• Subtopic: Advertising
• Index: Business

Wisdom from the chief creative officer at LMO: “For die-hard  Mad Men  fans who want to read about the world of advertising…this will fit the bill." — Library Journal Sunkist, Pizza Hut, Mitsubishi, McDonald’s, 7-Up, Avis, and Oscar Mayer (just to name a few), all have one thing in common: Dave Marinaccio, co-founder and creative director of LMO Advertising. As a veteran of the industry, he knows how to sell. As a former stand-up comic, he also knows how to entertain.
 
In this lively book, he takes readers inside the world of advertising, using his three decades at some of America's best-known agencies to reflect on how things have changed—and how some things never do. He pulls back the curtain and shares his insights on how marketing decisions are made and developed—from logos to the “big idea” to do-overs and celebrity endorsements. He also shares his insider perspective on how his business has been portrayed in such shows as Mad Men, Thritysomething, and even Bewitched. Admen, Mad Men, and the Real World of Advertising  is written for newbies to the business, seasoned CEOS, or anyone who has ever watched a television commercial or clicked on a banner ad. Irreverent, packed with useful information, and unflinchingly honest, it is a serious business book by a seriously funny man—who also is the bestselling author of All I Really Need to Know I Learned from Watching Star Trek —and a must for anyone who lives, works, or plays in today's commercial culture.
 
“The basic, fundamental, timeless truths that the real, rare professionals in this industry know, but that for some reason too rarely get passed along.”— Agency Review

Index

abstract logos, 46

ADDYs (American Advertising Awards), 87

“A Diamond is Forever” (slogan), 32

All I Really Need to Know I Learned from Watching Star Trek (book), 146

American Association of Advertising Agencies (4As), 30, 87

Apple, 46, 54–55

Armbruster, Wally, 5

Army National Guard, 94, 95, 169

Atlanta radio station, 35

Avis, 189

Avon, 5

Bewitched, 69, 70

big advertising ideas, 176–78

Big Data, 179–81

Bosom Buddies, 69

brand advertising, 31–33

Boyle, Alex, 195

branding message, 127

Brown & Williamson, 38, 39, 40

budget, 13–14, 189

Budweiser, 121, 183

bullet points, 104–6

bursts, 105–6

Burton, Tim, 136

California Dairy Board, 177

Calvin Klein, 57

Camel (cigarettes), 42

Camry, 32

celebrities, 160–63

Channing, Stockard, 132

Charlie (perfume), 5

Chevy Nova, 97

Chicago Ad League, 75, 77

Christen, Barbara, 133

client/agency relationships, 85, 101, 125, 159, 194–96

clients

agreeing with, 115–16

bad, 62, 63

decision making capability of, 35

good, 46, 62, 63

and logos, 43–46

marking on ad, 3

Clow, Lee, 72

Coca-Cola, 12, 14, 171

“Come alive, you’re in the Pepsi Generation” (slogan), 39

communications companies, 30

Cooper, Colonel Mauro, 94

coworkers, 22, 89, 112, 113, 119, 142, 204

craft services, 138–40

Creative Department, 72

D’Arcy Masius Benton & Bowles, 50

D’Arcy MacManus & Masius, 6

DDB Needham, 21

De Beers, 32

decision-making process, 35–37

...

Table of contents

• Cover
• Title Page
• Copyright
• Dedication
• Contents
• Introduction
• That’s going to leave a mark
• What’s on the bottle is more important than what’s in the bottle
• Can you TIVO doomsday for me?
• Advertising in an economic downturn
• J. Walter after dark
• How did I get here anyhow?
• What is an advertising agency?
• What is a brand?
• Do you know Dick?
• Ethical advertising
• Make the logo bigger
• Killing days and buying days
• Influencers of purchase decision
• Zero tolerance
• Clients get the advertising they deserve
• What’s in a nameplate?
• Bewitched
• Intelligence at play
• Hard softballs
• Life is a contact sport
• What do you do for a living?
• Triage
• The award for the best award show goes to …
• Hanging in there
• Resetting to zero
• Do you need a Hispanic advertising agency?
• Mr. Humble
• Segmenting your audience
• Bullets
• External forces
• Stupid human tricks
• Leaping to conclusions
• Meetingsmanship
• Mulligans
• Unfocused groups
• Immediacy
• The United Stated Holocaust Memorial Museum
• Stress
• Render walkabout
• The mission is based on good nutrition
• McDonbel, McDouglas, McDonald’s
• The Y2K bug
• Your audience is not naked
• The English accent
• Left brain/right brain
• Everybody gets fired
• Everybody loses accounts
• Celebrity
• Is perception reality?
• No battle plan survives contact with the enemy
• Subliminal advertising
• No one hums the announcer
• The Big Idea
• Big Data
• Small agencies
• The lowest form of advertising
• Werner Heisenberg
• Every job is a job
• All business is personal
• Your true agenda
• One last thing
• Acknowledgments
• Index