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Under the Radar: Talking to Today's Cynical Consumer Hardcover

ISBN-13: 978-0471174691 ISBN-10: 0471174696 Edition: 1st

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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (November 24, 1997)
  • Language: English
  • ISBN-10: 0471174696
  • ISBN-13: 978-0471174691
  • Product Dimensions: 9.6 x 6.4 x 0.9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.1 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #355,633 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tools for the advertisingindustry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuableinsights and creative solutions on how to break through the clutter to make sure the consumer gets the message."--O. Burtch Drake, President and CEOAmerican Association for Advertising Agencies

"This book is the next best thing to actually working with Bond and Kirshenbaum. They are good! They know whento 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

"Any book that helps a company deal with our overcommunicated world is worth reading. Under the Radar is definitely one of those books."--Jack Trout, Trout and Partners Ltd.,Author of The New Positioning: 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 through informational clutter and reach the grass roots. In the war to save New York'sdrinking water, Kirshenbaum and Bond showed us how to speak truth to power-and be heard!"--Robert F. Kennedy, Jr.

From the Publisher

In Under the Radar, the authors 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. It offers advertising and marketing professionals a deeply probing and instructive look at the nature of advertising and marketing in an age of information overload.

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Customer Reviews

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Most Helpful Customer Reviews

9 of 9 people found the following review helpful By A Customer on April 1, 2000
Format: Hardcover
I originally bought the book based on the reviews here. The book is almost completely devoid of substance. I have read every single concept in much better books, except the one on self promotion, which basically says if you have nothing to offer, promote yourself and you might still succeed. It is interesting that the most positive reviews seem to be from people who know the authors. Don't make the same mistake I made looking only at the first few reviews. Be sure to read all of them, and don't bother with this book.
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15 of 17 people found the following review helpful By notaprofessional VINE VOICE on October 6, 1999
Format: Hardcover
There is some original content in this book, but very little. I'd heard this touted as "the new Ogilvy" and could not wait to get it, to see how someone might adapt Ogilvy's groundbreaking ideas to our cyber present. Rather than adapt, they regurgitated Ogilvy's book and threw in a reference or two to timelier material here and there. What little original stuff is in there is good, and it's a nice companion to Ogilvy, but it could more easily be an article or a preface than a whole book. Read Ogilvy first--he's more thorough and a better writer.
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6 of 6 people found the following review helpful By Paul Martin on July 9, 1999
Format: Hardcover
To be fair, there are a couple of interesting tidbits of information in this book, but overall, there is very little to be learned.
The authors go on at length using their ad firm's (KB&P) previous successful campains as learning examples, or case studies, but there is nothing revealing or earth-shattering in their message.
Save your money, and instead, pick up books written by Al Ries & Jack Trout, Paco Underhill, Jay Conrad Levinson, or David Ogilvy.
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5 of 5 people found the following review helpful By A Customer on June 21, 1999
Format: Hardcover
While Ogilvy, Trout, and Ries are clear thinkers whose books explain strategy and development of successful advertising tactics, the point of Jon and Richard's book (if it has one) seems to be that if you complain loud enough about how stupid everyone in the ad business is, then suckers will ask you to create pointless ads for them. Unfortunately the book is such a shallow self promotion piece I walked away feeling like I just got hit with a 1 hour commercial for dust bunnies. Definitely avoid.
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7 of 8 people found the following review helpful By Ghost in the Matrix on June 1, 2000
Format: Hardcover
I'm really not sure how I felt about this book. They did a great job of detailing the process of composing effective ads. They also developed some really good examples of advertising that gets results. I guess what bothers me is how shameless the writers are. First of all, this book might as well be a brochure for their agency...since all they do is brag about how creative their ideas are. Second of all, it seems as if they are guiltless about the seductive powers of advertising. But like I said...this book swings both ways. People who are cynical about the business will hate this book. People who are shameless will treasure it. And then there's people like me who can't figure out which end is up. So I did the best thing I could think of...I gave the book away. Good luck.
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5 of 6 people found the following review helpful By David Kiley on October 8, 1999
Format: Hardcover
Though Ogilvy on Advertising is a useful book, even today, it fails to deal with critical issues in the mid and late 1990s. Jon Bond and Richard Kirshenbaum have a good story to tell here, and lots to impart on how to not revert to institutional advertising. The agency has done excellent work outside the box for many clients, and reading how they accomplished that are good lessons to read indeed. I found it much more useful that many other ad books, like some mentioned above by Trout & Reis.
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2 of 2 people found the following review helpful By Sven.Niemeyer@frankfurt.netsurf.de on July 28, 1998
Format: Hardcover
This is definitely the best book I've ever read about advertising and the advertising agency business.
No try to set rules that don't exist. No try to build up philosophies that don't work. But a clear and timely vision of how to stay ahead in the business.
If I would build up an agency today, this would be my ideal of how it should act and work.
To everyone working in advertsing: Buy 3 copies. One for yourself, one for your boss, one for your client. To every client of an agency: If only you would read it... To Jon and Richard: If you need a creative - send an e-mail.
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2 of 2 people found the following review helpful By T. C. Orr on April 16, 1998
Format: Hardcover
Any book that provides a useful idea or two is worth the price. While Bond and Kirshenbaum use the vehicle as a bit of a PR piece for their own shop, they also share some practical ideas.
Howard Gossage told us that "Nobody reads ads. People read what interests them. Sometimes it's an ad." For years, advertisers have understood the value of making ads NOT look like ads. B&K give us some helpful tips on how to do just that, and thereby get "under the radar" of today's consumers.
They also suggest that the era of heavy-handed "fast, fast, FAST relief" is over. If, as B&K say, "Your strategy is showing," today's consumers will realize it, and throw up their battle shields.
Practical examples are given, especially of the kind that show you don't need to spend a fortune on advertising, if your concept gets you past the defenses.
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