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Editorial Reviews
Review
"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.
Product Description
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 Details
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More About the Author
› Visit Amazon's Jonathan Bond Page
WE ARE IN THE MIDST OF AN EPIDEMIC OF CYNICISM. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
watercooler effect, marketing radar, consumer radar, brand planning, creative hierarchy, brand idea, brand team, creative department Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Hennessy Martini, Iron City, Calvin Klein, Kenneth Cole, Super Bowl, United States, Crazy Eddie, Menlo Park, Howard Stern, Huffman Koos, James Bond, Mango Madness, New Jersey, Ralph Lauren, Urban Outfitters, Dom Perignon, General Motors, San Francisco, The Body Shop, Creme of Nature, David Ogilvy, Grey Poupon, Quaker Oats, Snapple Convention New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
- Confessions of an Advertising Man by David Ogilvy on page 66, and page 68
- Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book) by Andrew Jaffe in Front Matter, page 231, and page 233
- Graphic Design Solutions, 2E by Robin Landa on page 235, Back Matter (1), and Back Matter (2)
- Artful Persuasion: How to Command Attention, Change Minds, and Influence People by Harry Mills on page 25, Back Matter (1), and Back Matter (2)
- The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark on page 109, page 174, and page 224
- Another One Bites the Grass: Making Sense of International Advertising by Simon Anholt in Front Matter, and page 311
See all 22 books citing this book
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What Do Customers Ultimately Buy After Viewing This Item?
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73% buy the item featured on this page: Under the Radar: Talking to Today's Cynical Consumer $43.76 |
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6% buy Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Series) $12.97 |
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