Under the Radar: [Talking to Today's Cynical Consumer] / Edition 1

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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 comeup 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 theRadar, Kirshenbaum and Bond chronicle their meteoric rise from aoneroom, two-man Lower East Side stringer operation to KirshenbaumBond & Partners, one of today’s hottest agencies. Theyshare the lessons they learned along the way and describe theevolution of their unique "under the-radar" approach to grabbingand holding the attention of today’s "been there, done that"consumers. Under the Radar offers advertising and marketingprofessionals a deeply probing and instructive look at the natureof advertising and marketing in an age of information overload.Kirshenbaum and Bond provide a cogent analysis of how the world haschanged since David Ogilvy laid down his ironclad rules forsuccessful advertising. And, using in-depth critiques of many oftoday’s best (and worst) ad campaigns, they describe what ittakes to break through the defensive screens of a populationbombarded by 1,500 ad messages each day. You’ll learn allabout cutting-edge research techniques KB&P and otherfront-running agencies have developed for getting inside the headsand hearts of real people, and, just as important, how to use thatknowledge to get ad-weary consumers to tune in rather than zoneout. You’ll also learn about the latest trends in integratedmarketing, media planning, and guerrilla marketing, as well as newways of structuring an agency in order to stimulate"under-the-radar" thinking. Offering valuable lessons from thefounders of one of today’s most innovative and successfuladvertising firms, Under the Radar is essential reading forabsolutely anyone involved in selling to consumers, fromself-employed copywriters to marketing VPs at Fortune 500companies.

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Editorial Reviews

From the Publisher
"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.

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Product Details

  • ISBN-13: 9780471174691
  • Publisher: Wiley
  • Publication date: 11/24/1997
  • Series: Adweek Magazine Series, #2
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,260,611
  • Product dimensions: 9.21 (w) x 6.14 (h) x 0.69 (d)

Meet the Author

Jonathan Bond spent his early years in advertising at packagedgoods stronghold Jordan, Case & McGrath, Korey, Kay &Partners, and his own start-up agency, Grossich and Bond. Bond alsoworked for famed marketing consultants Trout & Ries, inventorsof the concept of "positioning." At age 25, he was named toAdweek's Best People Under 30. Currently, he is cochairman andcofounder of Kirshenbaum Bond & Partners, a $225 million agencybehind such memorable campaigns as Snapple, Kenneth Cole, CitibankAAdvantage card, and Target stores. Bond and his partnerKirshenbaum are guest lecturers at Harvard Business School, andhave appeared on Today, 20/20, and CNN. He was recently elected theyoungest board member of the American Association of AdvertisingAgencies.

Richard Kirshenbaum is one of the few creative entrepreneurs today,combining a rare business acumen with a widely respected creativereputation. As cochairman and chief creative at Kirshenbaum Bond& Partners, he has won numerous Clios, One Show, and EFFIEawards. At 29, he won the Young Entrepreneurs Organization Awardwhere he placed #2 in the nation and was recently elected to theboard of The One Club for Copy and Art. Kirshenbaum gained hisexperience at J. Walter Thompson as senior copywriter on BurgerKing, Reynolds Aluminum, Showtime, and Prodigy (which he, in fact,named). He also produced award-winning work for Korey, Kay &Partners, and for Deutsch. He has been profiled in the New YorkTimes, and Crain's and Wired magazines, and has appeared on ABC,MTV, and CNBC.

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Table of Contents

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!



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