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Picture 1 of 1
Jonathan Bond & Richard Kirshenbaum~UN
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Located in: Mill Valley, California, United States
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Estimated between Sat, Jun 8 and Tue, Jun 11 to 43230
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eBay item number:362618305109
Item specifics
- Condition
- Special Attributes
- 1st Edition
- ISBN
- 9780471174691
- EAN
- 9780471174691
- Book Title
- Under the Radar : Talking to Today's Cynical Consumer
- Item Length
- 9.4in
- Publisher
- Wiley & Sons, Incorporated, John
- Publication Year
- 1997
- Format
- Hardcover
- Language
- English
- Item Height
- 0.8in
- Genre
- Business & Economics
- Topic
- Consumer Behavior, Advertising & Promotion
- Item Width
- 6.5in
- Item Weight
- 19.8 Oz
- Number of Pages
- 256 Pages
About this product
Product Information
They advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to bring Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Advertising innovators Jon Bond and Richard Kirshenbaum have come up with more outrageously clever ways to get past consumers' detectors than anyone else in advertising today. And now, they're finally ready to reveal their methods. In Under the Radar , Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond & Partners, one of today's hottest agencies. They share the lessons they learned along the way and describe the evolution of their unique "under-the-radar" approach to grabbing and holding the attention of today's "been there, done that" consumers. Under the Radar offers advertising and marketing professionals a deeply probing and instructive look at the nature of advertising and marketing in an age of information overload. Kirshenbaum and Bond provide a cogent analysis of how the world has changed since David Ogilvy laid down his ironclad rules for successful advertising. And, using in-depth critiques of many of today's best (and worst) ad campaigns, they describe what it takes to break through the defensive screens of a population bombarded by 1,500 ad messages each day. You'll learn all about cutting-edge research techniques KB&P and other front-running agencies have developed for getting inside the heads and hearts of real people, and, just as important, how to use that knowledge to get ad-weary consumers to tune in rather than zone out. You'll also learn about the latest trends in integrated marketing, media planning, and guerrilla marketing, as well as new ways of structuring an agency in order to stimulate "under-the-radar" thinking. Offering valuable lessons from the founders of one of today's most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies. " Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tool for the advertising industry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuable insights and creative solutions on how to break through the clutter to make sure the consumer gets the message." -- O. Burtch Drake , President and CEO American Association of Advertising Agencies "Kirshenbaum and Bond's genius is their capacity to cut through informational clutter and reach the grass roots. In the war to save New York's drinking water, Kirshenbaum and Bond showed us how to speak truth to power--and be heard!" -- Robert F. Kennedy, Jr. "This book is the next best thing to actually working with Bond and Kirshenbaum. They are good! They know when to listen and when to argue with a client. They're not just smart and creative, they are serious strategic thinkers." -- Roger Ailes , Chairman and CEO, Fox News "If you want to understand how ad executives create smart, innovative advertising, Richard and Jon's book is a must read." -- Valerie Salembier , Publisher, Esquire magazine "Any book that helps a company deal with our over-communicated world is worth reading. Under the Radar is definitely one of those books." -- Jack Trout , Trout & Partners Ltd. author of The New Positioning: The Latest on the World's #1 Business Strategy
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471174696
ISBN-13
9780471174691
eBay Product ID (ePID)
186599
Product Key Features
Book Title
Under the Radar : Talking to Today's Cynical Consumer
Format
Hardcover
Language
English
Topic
Consumer Behavior, Advertising & Promotion
Publication Year
1997
Genre
Business & Economics
Number of Pages
256 Pages
Dimensions
Item Length
9.4in
Item Height
0.8in
Item Width
6.5in
Item Weight
19.8 Oz
Additional Product Features
Series Volume Number
2
Lc Classification Number
Hf5813.U6b595 1998
Reviews
"Under the Radar: Talking to Today's Cynical Consumer is a valuableand important new tools for the advertisingindustry from two prosat one of the hottest shops in town. Jonathan Bond and RichardKirshenbaum offer valuableinsights and creative solutions on how tobreak through the clutter to make sure the consumer gets themessage."--O. Burtch Drake, President and CEOAmerican Associationfor Advertising Agencies "This book is the next best thing to actually working with Bond andKirshenbaum. They are good! They know whento listen and when toargue with a client. They're not just smart and creative, they areserious strategic thinkers."--Roger Ailes, Chairman and CEO FoxNews "Any book that helps a company deal with our overcommunicated worldis worth reading. Under the Radar is definitely one of thosebooks."--Jack Trout, Trout and Partners Ltd.,Author of The NewPositioning: The latest on the World's #1 Business Strategy "If you want to understand how ad executives create smart,innovative advertising, Richard and Jon's book is a must read."--Valerie SalembierPublisher, Esquire magazine "Kirshenbaum and Bond's genius is their capacity to cut throughinformational clutter and reach the grass roots. In the war to saveNew York'sdrinking water, Kirshenbaum and Bond showed us how tospeak truth to power-and be heard!"--Robert F. Kennedy, Jr.
Table of Content
The New Consumer. Under-the-Radar Creative Work. The New Creative Rules for Getting Under the Radar. Using Word of Mouth to Get Under the Radar. Brand Planning: The Road Map for Getting Under the Radar. Using Media to Get Under the Radar. Running an Under-the-Radar Agency. Developing an Under-the-Radar Creative Department. The Last Word: It's Time to Raise Your Radar Again! Credits. Index.
Copyright Date
1997
Lccn
97-024519
Dewey Decimal
659.1/0973
Intended Audience
Trade
Series
Adweek Magazine Ser.
Dewey Edition
21
Illustrated
Yes
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:362618305109
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Mill Valley, California, United States
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| Shipping and handling | To | Service | Delivery*See Delivery notes |
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| US $5.76 | United States | Economy Shipping (USPS Media MailTM) | Estimated between Sat, Jun 8 and Tue, Jun 11 to 43230 |
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| Will usually ship within 1 business day of receiving cleared payment. |
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| 30 days | Money Back | Buyer pays for return shipping |
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Book was shipped promptly and arrived as scheduled. It was very well packed and in like-new condition. Seller was communicative and pleasant. I would definitely buy from this Seller again. Thank you!
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EXTRAORDINARY seller! As described. Very reasonably prices and couldn't have been more carefully packed. I couldn't be happier with this transaction. A+++++++++ Seller
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