{"product_id":"under-the-radar-talking-to-todays-cynical-consumer-hardback-9780471174691","title":"Under the Radar; Talking to Today's Cynical Consumer (Hardback) 9780471174691","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eUnder the Radar\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eTalking to Today's Cynical Consumer\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJonathan Bond (Author), Richard Kirshenbaum (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780471174691, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 11 December 1997\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e256 pages\u003cbr\u003e24 x 16 x 2.4 cm, 0.445 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"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\u003cbr\u003e \u003cbr\u003e \"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\u003cbr\u003e \u003cbr\u003e \"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\u003cbr\u003e \u003cbr\u003e \"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\u003cbr\u003e \u003cbr\u003e \"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.\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eDie 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)\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eThe New Consumer.\u003cbr\u003e \u003cbr\u003e Under-the-Radar Creative Work.\u003cbr\u003e \u003cbr\u003e The New Creative Rules for Getting Under the Radar.\u003cbr\u003e \u003cbr\u003e Using Word of Mouth to Get Under the Radar.\u003cbr\u003e \u003cbr\u003e Brand Planning: The Road Map for Getting Under the Radar.\u003cbr\u003e \u003cbr\u003e Using Media to Get Under the Radar.\u003cbr\u003e \u003cbr\u003e Running an Under-the-Radar Agency.\u003cbr\u003e \u003cbr\u003e Developing an Under-the-Radar Creative Department.\u003cbr\u003e \u003cbr\u003e The Last Word: It's Time to Raise Your Radar Again!\u003cbr\u003e \u003cbr\u003e Credits.\u003cbr\u003e \u003cbr\u003e Index.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52286253269272,"sku":"9780471174691","price":30.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780471174691.jpg?v=1781548014","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/under-the-radar-talking-to-todays-cynical-consumer-hardback-9780471174691","provider":"Freshly Printed Books","version":"1.0","type":"link"}