winter 2010Stores mentioned in article (available in MOspace): Q & A: "A man of many words" ; in action: Hogging the stage."Associate Professor Steve Kopcha shares what he's learned since college."Introduction by Sarah Garber ; Excerpt by Steve Kopcha ; Photo by Nicholas Benne

Garber, Sarah

Kopcha, Steve

English

University of Missouri: MOspace

University of MissouriThe magazine ofthe Mizzou Alumni AssociationHome » Winter 2010 » Features » Manifesto of an ad manIntroduction by Sarah Garber | Excerpt by Steve Kopcha | Photo by Nicholas BennerSteve Kopcha, a 30-year advertising executiveturned MU journalism professor, feels hisprofessional experience in the advertising arena wasin some ways, only preparation for his teachingcareer. He shares an excerpt of his personalmanifesto, “82 Things I Have Learned Since IGraduated From College,” below. For more onKopcha, check out the Q & A and see him in action atthree MIZZOU magazine photo shoots.***What credentials do I have for counseling you?Mainly that I’m an admirer of the great sage, seer, andborderline genius Yogi Berra, who once said: “You canobserve a lot by watching.”And I’ve been watching.12. If you want to become famous in Advertising, do funny Advertising. Everybody —especially an Advertising creative competition judge — likes to laugh. (Well, maybe noteverybody; I’ve had clients who must not have liked to, since they did so precious little of it.)13. Playing in a band or performing on stage are two great ways to prepare for the Advertisinghttps://mizzoumagarchives.missouri.edu/2010-Winter/features/steve-kop... 4/3/2021, 11:02 AMThis site is archival. Please visit the current MIZZOU magazine site for up-to-date content. m MIZZOU Manifesto of an ad man Associate Professor Steve Kopcha shares what he's learned since college business; they make you acutely aware that there’s an audience out there — and that your jobis to get a response from them. It’s Communication, pure and simple: message sent, messageunderstood — and then something happens. In the band business, that “something” is peoplebooty-dancing. In Advertising, it’s people buying stuff.22. I suggest: if at first you don’t succeed, you might want to stay away from skydiving.25. I have been happily married to my best friend for more than 40 years, so I know the secretto marital bliss: I don’t try to run her life, and I don’t try to run my life.33. When you’re creating Advertising, make sure you stretch way out to the boundaries of theenvelope, and maybe even punch past them once in a while. It’s easier to dial downoutrageous wonderfulness (if you must) than to inject some into dull work.36. In life, if you concentrate on where you’re going and how great it’s going to be when youarrive, you’ll miss a lot of wonderful scenery along the way. My preferred method of living thisconcept is to straddle a big black Harley and ride long distances as often as possible. Irecommend it: there’s absolutely nothing like hitting the highway on your Hog to fill your lifewith serenity, meaning, joy, and bugs in your teeth. But please — be careful out there.37. Try to carpool with your immediate supervisor, or your immediate subordinate. You willbe amazed at how much work you can get done in the car, thereby leaving your office time freefor schmoozing over coffee and cinnamon buns.38. Speaking of journeys … always try to live East of where you work. This way, the sun won’tbe in your eyes when you drive to the office in the morning, or when you go home in theevening. Little things mean a lot.44. Stay current. Have teenagers. Watch Oprah and Dr. Phil. Graze the mall, alertly. Readthose supermarket tabloids to keep up with what’s happening in the Alien and Elvis and ParisHilton and Britney communities. You will find, as the years go by, it’s more difficult to stay ontop of things, because pop culture seems sillier and more trivial to your jaded eyes. But hangin there: you’ve got to know what’s happening in the world of your consumers, even if itmeans watching “reality” shows on TV — and caring enough to root for somebody!54. Save as much money as you can. One shrewd way to do this is to disobey the instructionson shampoo. It always says, “Wet hair. Lather. Rinse. REPEAT.” I have found that you do notneed to “REPEAT.” The savings really add up.66. Speaking of love and happiness, let me put them together and remind you of what Crosby,Nash, Stills and Young once sang. Did you know they came up with the formula for truehappiness, all the time?  They did. They said: “If you can’t be with the one you love … LOVETHE ONE YOU’RE WITH!” That’s brilliant: instead of wishing your present situation wassomehow different, or how things would be better if only you were doing something elsesomewhere else with someone else by your side, do this: throw yourself wholeheartedly intohttps://mizzoumagarchives.missouri.edu/2010-Winter/features/steve-kop... 4/3/2021, 11:02 AMwhat you are doing, even if it’s not perfect. You can do it: tomorrow morning, just say toyourself, “Man, this is great! I really, really like it.” Even if it’s not true, it will become trueafter a while.  It sure beats the alternative of being growing older and grumpier and sayingover and over, “If only … ” Try it. Love the one you’re with.  If you do, you’ll never be unhappy.It’s a lot more fun going through life that way.67. One of my favorite things about the advertising business is the pleasure I’ve had of seeingyoung, eager men and women come into the business, learn their trade, grow, flourish, moveup and become major players. Anytime I’ve felt cynical about our chosen occupation, I justlook at the rookies; their energy, enthusiasm, and gumption have always restored my faith.82. And that brings us back, finally, to where we started, 81 previous Things ago: Have fun!Have fun today and tonight. Have fun tomorrow. Have fun next week, next year, and all thedays and nights of your life. There is nothing on earth I could wish for you better than that.Thanks for listening.Share your comments with Mizzou magazine at Mizzou@missouri.edu.Note: If published, feedback may be edited for length, style and clarity.Follow us on Twitter Join us on Facebook Subscribe to our feedPublished by MIZZOU magazine, 109 Reynolds Alumni Center, Columbia, MO 65211 | Phone: 573-882-5916 |E-mail: Mizzou@missouri.eduOpinions expressed in this site do not necessarily reflect the official position of MU or the Mizzou AlumniAssociation.Copyright © 2021 — Curators of the University of Missouri. All rights reserved. DMCA and other copyrightinformation.An equal opportunity/affirmative action institution.Last updated: Feb. 15, 2013https://mizzoumagarchives.missouri.edu/2010-Winter/features/steve-kop... 4/3/2021, 11:02 AMI) ___ _ --------

Manifesto of an ad man

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Manifesto of an ad man

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