I wrote the book on Advertising.

Reviewed By Rabia Tanveer
for Readers’ Favorite
I Wrote the Book on Advertising. Fifty Years On Madison Ave And A Million Concepts by Patrick Peduto offers a clear insight into the marketing world and is a great guide for marketing students. The author puts his message across using his personal experiences and it actually works. This is because the author is not trying to sound boastful or important; he sounds patient and insightful. I enjoyed how the author was able to explain marketing concepts by using his own examples; he shared his daily experiences of how he worked in the field and what the outcomes were. The best thing about this book is that the author is not only sharing his wins, but also his losses so that the reader can learn from his experiences and make better decisions.

Although the author says that the book has been written in a textbook style, I disagree with that. If textbooks were this interesting and easy to read, there would never be a need for a guide. The author extensively referenced and indexed the book so that it is easy for readers. The “readmits” on the side of the margins are just as useful as the content of the book. The author has gone to great lengths to add more layers of information for readers so that they can understand the marketing concepts and succeed. This is the perfect book for students, professionals who have just jumped into this field, and for those who are trying out marketing for their own business and want to excel at it.
Reviewed By Kayti Nika Raet
for Readers’ Favorite
I Wrote the Book on Advertising. by Pat Peduto seeks to educate and inform the reader of the history and real-world application of advertising, whether it is being used for a physical object or a concept. The book is written in an easy to understand way so that anyone from an advertising professional to a layperson can readily understand the information that Peduto offers. It's done in short, punchy paragraphs coupled with small slice of life stories from Peduto's days in advertising. One such story was about The Donnelley Company who used the Yellow Pages for AT&T until AT&T was forced away from its monopoly. The Donnelley Company had to figure out how to stand on their own, making for an interesting anecdote.

I found Peduto's work to be well written and informative. It is written in a way that makes for easy consumption and understanding, while at the same time providing gems for all aspects of life. Peduto offers a convincing body of work, and the knowledge offers many tools that the reader can use to grow and thrive. Peduto has crafted such an engaging book, a light read broken down into easy to digest parts that will, nonetheless, stick with the reader for a long time, providing content that is guaranteed to be reread and pored over. The final few pages are filled with recommendations of other works that have helped the author and, hopefully, the reader. A great guide for anyone with an interest in advertising.
Reviewed By Edith Wairimu
for Readers’ Favorite
I Wrote the Book on Advertising. Fifty Years On Madison Ave And A Million Concepts is Patrick Peduto’s detailed and engaging guide meant for any creative person and especially advertisers and students in the field. The book discusses topics ranging from creativity, strategy, bringing ad concepts together to build a winning portfolio, and art direction among others. The work takes a unique approach as each paragraph contains its own original thought that still blends with the topic heading under which it appears. Alongside the main content, examples are given on a side column while on the other side, relevant commentaries by professionals and students are offered.

Dotting the work are hilarious stories marked “Real MadMen Stories” that spice up the content. One such story details the unexpected behavior that can be observed only in advertising agencies such as when a creative director swings a bat and creates a dent on a door frame as a way of expressing his displeasure. The humor extends to the content which makes it easy to connect with the work. The language is direct, mostly stating events and circumstances as they are. The work also contains an accumulation of knowledge evidenced by the insight in the work and the content in each paragraph while the graphics in the book explain the text. The illustrations also provide breaks in between the discussions, offering readers time to pause and internalize the messages in the work. This book will appeal to a wide range of readers as it discusses many topics relevant to any creative project. The work is educative, entertaining and motivating.

A look inside.

As a professor, Patrick has taught for over 30 years. First at FIT in NYC and currently online for AAU. Over those years he made notes to write a book aimed at students and people new to advertising.

It's a text book written to be read cover-to-cover OR opened to any page to read a topic. Not only are the pages numbered but the paragraphs are too for reference. There is an index in the back. The book contains nearly 500 photos and graphics with links to TV commercials on the book's YouTube channel.

The book is not a 101 effort but more of an insight into the creative jobs – the good, the bad and the ugly. It includes readmits (soundbites) in the margins from fifty other professionals and students. And there are many MadMan stories that Pat experienced. Like the day 25 Hells' Angels showed up in the lobby of the Chrysler Building and asked for him. Or the day a baby elephant walked past his office on the 10th floor of DFS.

Now available on BookBaby.com

Hardcover. 160 pages. $49.99
Passing it forward.

Three people I worked for and two I worked with.

Sean Fitzpatrick, Chief Creative Officer – McCann-Erickson Worldwide
Pat Peduto is a man for all seasons and all reasons. A truly wonderful ad man and art director. A man of thought, action and performance. And although he denies it, a pretty good writer for an art director. This book should be read, reread, dog eared and placed under the pillow of every aspiring creative individual and placed in the jacket pocket of those who supervise or work with them. Think of it as your catechism.
Stanley Becker, Chief Creative Officer – Saatchi & Saatchi NY/LA/Toronto
Pat’s loyalty was his greatest strength, loyal to the people who he worked for, and who worked for him. The latter he nurtured and protected and so many of them took that on as they went through their own successful careers. He was tenacious when nurturing and protecting an idea, to the extent that at times I wanted to punch him out, but wisely refrained. Pat was and is a sixth-degree black belt in some nasty-assed martial art. So, read the book, it makes sense to me....
Jack Keil, Creative Director – Saatchi & Saatchi
I wrote a book about advertising in 1988 called “How to Zig in a Zagging World – Unleashing Your Hidden Creativity.” Pat Peduto was my model. I never knew what he was going to do or what rules he wouldn’t follow.
Amy Krakow, President – AgitProp
“It’s like watching “Mad Men” and knowing what’s really going on.”
Paige St John Patterson, Co-Creative Director – DMB&B
When Pat told me he was writing a book on how to do advertising I was both excited and a little bit jealous.

Excited because I knew that if you worked the process of advertising the way we did when we were a team, if you used the same ways of approaching, dissecting and solving advertising challenges as we had together, you’ll get to experience all the success and excitement we did.

Excited because I knew that he’d be able to put down in words and pictures all the thoughts, processes, recipes, formulas and exercises that would get you to have the sort of fantastic experiences he and I shared.

Excited because there’s really never been anything quite as crazy, exciting and rewarding as working with
Pat Peduto to solve an advertising problem.

It started with a Beatles haircut and a Peter Max tie.

DFS to RocketScience

RocketScience is a boutique, triage advertising agency that marries BrandMessaging with persuasive, provocative creative.

A creative resource for companies, services and brands, a partner for public relations firms and a phantom resource for advertising agencies.
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