Under the Radar
Talking to Today's Cynical Consumer

Jonathan Bond (Author), Richard Kirshenbaum (Author)

9780471174691, Wiley

Hardback, published 11 December 1997

256 pages
24 x 16 x 2.4 cm, 0.445 kg

"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.

Die Autoren - Gründer einer der zugkräftigsten Werbeagenturen Amerikas - analysieren hier kritisch einige der aktuell besten Werbekampagnen, die es geschafft haben, wieder die Aufmerksamkeit der 'werbungsmüden' Verbraucher zu wecken. Sie zeigen auf, wie man lernt seine Kunden zu verstehen und innovative Wege beschreitet, um sich nachhaltig ihre Aufmerksamkeit sichern. Auch mißlungene Kampagnen werden besprochen und Fehler analysiert. Ebenso werden so zentrale Begriffe wie integriertes Marketing und Guerilla Marketing besprochen. (11/97)

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!

Credits.

Index.

Subject Areas: Business & management [KJ]