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Under the Radar: Talking to Today's Cynical Consumer by Richard Kirshenbaum, Jonathan Bond (Hardcover, 1997)

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They advertised soft drinks on fruit and underwear on sidewalks. Kirshenbaum and Bond provide a cogent analysis of how the world has changed since David Ogilvy laid down his ironclad rules for successful advertising.

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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
John Wiley & Sons Inc
ISBN-13
9780471174691
eBay Product ID (ePID)
94753990

Product Key Features

Author
Richard Kirshenbaum, Jonathan Bond
Publication Name
Under the Radar: Talking to Today's Cynical Consumer
Format
Hardcover
Language
English
Subject
Advertising
Publication Year
1997
Type
Textbook
Number of Pages
256 Pages

Dimensions

Item Height
240mm
Item Width
164mm
Item Weight
560g

Additional Product Features

Title_Author
Jonathan Bond, Richard Kirshenbaum
Series Title
Adweek Magazine Series
Country/Region of Manufacture
United States

All listings for this product

item 1 Under the Radar: Talking to Today's Cynical Consumer (Adweek Mag
AU $20.68
+AU $5.49 postage
item 2 Under the Radar: Talking to Today's Cynical Consumer by Jonathan Bond (English)
AU $124.00
Free postage

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Picture 1 of 1

Under the Radar: Talking to Today's Cynical Consumer by Richard Kirshenbaum, Jonathan Bond (Hardcover, 1997)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Under the Radar: Talking to Today's Cynical Consumer (Adweek Mag

item 2 Under the Radar: Talking to Today's Cynical Consumer by Jonathan Bond (English)

Best Selling in Adult Learning & University

Permaculture: A Designer's Manual by Bill Mollison (Hardcover, 1988)

Australian Native Bee Book: Keeping Stingless Bee Hives for Pets, Pollination and Sugarbag Honey by Tim Heard (Paperback, 2015)

The Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by Adam Grubb, Annie Raser-Rowland (2012, Paperback)

Empire of the Summer Moon: Quanah Parker and the Rise and Fall of the Comanches, the Most Powerful Indian Tribe in American History by S.C. Gwynne (Paperback, 2011)

Botanical Field Guide by Stefan Mager (Fold-out book or chart, 2021)

Linux Basics For Hackers: Getting Started with Networking, Scripting, and Security in Kali by OccupyTheWeb (Paperback, 2018)

The Hundred Years' War on Palestine: A History of Settler Colonial Conquest and Resistance by Rashid I. Khalidi (Paperback, 2020)

Save on Adult Learning & University

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Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

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