{"product_id":"under-the-radar-isbn-9780471174691","title":"Under the Radar","description":"\u003cp\u003eThey 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 come up 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.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eUnder the Radar\u003c\/i\u003e, Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond \u0026amp; 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUnder the Radar\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eYou'll learn all about cutting-edge research techniques KB\u0026amp;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.\u003c\/p\u003e \u003cp\u003eOffering valuable lessons from the founders of one of today's most innovative and successful advertising firms, \u003ci\u003eUnder the Radar\u003c\/i\u003e is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eUnder the Radar: Talking to Today's Cynical Consumer\u003c\/i\u003e 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.\"\u003cbr\u003e—\u003cb\u003eO. Burtch Drake\u003c\/b\u003e, President and CEO American Association of Advertising Agencies\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e—\u003cb\u003eRobert F. Kennedy, Jr.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eRoger Ailes\u003c\/b\u003e, Chairman and CEO, Fox News\u003c\/p\u003e \u003cp\u003e\"If you want to understand how ad executives create smart, innovative advertising, Richard and Jon's book is a must read.\"\u003cbr\u003e—\u003cb\u003eValerie Salembier\u003c\/b\u003e, Publisher, \u003ci\u003eEsquire\u003c\/i\u003e magazine\u003c\/p\u003e \u003cp\u003e\"Any book that helps a company deal with our over-communicated world is worth reading. Under the Radar is definitely one of those books.\"\u003cbr\u003e—\u003cb\u003eJack Trout\u003c\/b\u003e, Trout \u0026amp; Partners Ltd. author of \u003ci\u003eThe New Positioning: The Latest on the World's #1 Business Strategy\u003c\/i\u003e\u003c\/p\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) The 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. \"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. \u003cp\u003e\u003cb\u003eJONATHAN BOND\u003c\/b\u003e spent his early years in advertising at packaged goods stronghold Jordan, Case \u0026amp; McGrath, Korey, Kay \u0026amp; Partners, and his own start-up agency, Grossich and Bond. Bond also worked for famed marketing consultants Trout \u0026amp; Ries, inventors of the concept of “positioning.” At age 25, he was named to \u003ci\u003eAdweek’s\u003c\/i\u003e Best People Under 30. Currently, he is cochairman and cofounder of Kirshenbaum Bond \u0026amp; Partners, a $225 million agency behind such memorable campaigns as Snapple, Kenneth Cole, Citibank AAdvantage card, and Target stores. Bond and his partner Kirshenbaum are guest lecturers at Harvard Business School, and have appeared on \u003ci\u003eToday, 20\/20\u003c\/i\u003e, and CNN. He was recently elected the youngest board member of the American Association of Advertising Agencies. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eRICHARD KIRSHENBAUM\u003c\/b\u003e is one of the few creative entrepreneurs today, combining a rare business acumen with a widely respected creative reputation. As cochairman and chief creative at Kirshenbaum Bond \u0026amp; Partners, he has won numerous Clios, One Show, and EFFIE awards. At 29, he won the Young Entrepreneurs Organization Award where he placed #2 in the nation and was recently elected to the board of The One Club for Copy and Art. Kirshenbaum gained his experience at J. Walter Thompson as senior copywriter on Burger King, Reynolds Aluminum, Showtime, and Prodigy (which he, in fact, named). He also produced award-winning work for Korey, Kay \u0026amp; Partners, and for Deutsch. He has been profiled in the \u003ci\u003eNew York Times\u003c\/i\u003e, and \u003ci\u003eCrain’s\u003c\/i\u003e and \u003ci\u003eWired\u003c\/i\u003e magazines, and has appeared on ABC, MTV, and CNBC.  \u003c\/p\u003e\u003cp\u003eThey 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 come up 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. \u003c\/p\u003e \u003cp\u003e In \u003ci\u003eUnder the Radar\u003c\/i\u003e, Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond \u0026amp; 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.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eUnder the Radar\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003e You’ll learn all about cutting-edge research techniques KB\u0026amp;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.  \u003c\/p\u003e\u003cp\u003e Offering valuable lessons from the founders of one of today’s most innovative and successful advertising firms, \u003ci\u003eUnder the Radar\u003c\/i\u003e is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990426009829,"sku":"NP9780471174691","price":76.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471174691.jpg?v=1761787779","url":"https:\/\/k12savings.com\/es\/products\/under-the-radar-isbn-9780471174691","provider":"K12savings","version":"1.0","type":"link"}