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Under the Radar: Talking to Today's Cynical Consumer Hardcover – November 24, 1997
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"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.
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Top Customer Reviews
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.
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.
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.
Most Recent Customer Reviews
Although one of the obvious reasons to be written is to self-promote their...Read more
Kirshenbaum and Bond know their stuff.
These guys are modern day pioneers of advertising.Read more