Unter dem Radar: Mit dem zynischen Verbraucher von heute sprechen, von Jonathan Bond (englisch)

Under the Radar

by Jonathan Bond, Richard Kirshenbaum

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.

FORMAT Hardcover LANGUAGE English CONDITION Brand New

Publisher Description

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 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. In Under the Radar, Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond & 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. Under the Radar 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. You'll learn all about cutting-edge research techniques KB&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. Offering valuable lessons from the founders of one of today's most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies. "Under the Radar: Talking to Today's Cynical Consumer 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."
—O. Burtch Drake, President and CEO American Association of Advertising Agencies "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!"
—Robert F. Kennedy, Jr. "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."
—Roger Ailes, Chairman and CEO, Fox News "If you want to understand how ad executives create smart, innovative advertising, Richard and Jon's book is a must read."
—Valerie Salembier, Publisher, Esquire magazine "Any book that helps a company deal with our over-communicated world is worth reading. Under the Radar is definitely one of those books."
—Jack Trout, Trout & Partners Ltd. author of The New Positioning: The Latest on the World's #1 Business Strategy

Back Cover

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 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. In Under the Radar , Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond & 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. Under the Radar 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. You'll learn all about cutting-edge research techniques KB&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. Offering valuable lessons from the founders of one of today's most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.

Flap

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 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. In Under the Radar, Kirshenbaum and Bond chronicle their meteoric rise from a oneroom, two-man Lower East Side stringer operation to Kirshenbaum Bond & 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. Under the Radar 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. You’ll learn all about cutting-edge research techniques KB&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. Offering valuable lessons from the founders of one of today’s most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.

Author Biography

JONATHAN BOND spent his early years in advertising at packaged goods stronghold Jordan, Case & McGrath, Korey, Kay & Partners, and his own start-up agency, Grossich and Bond. Bond also worked for famed marketing consultants Trout & Ries, inventors of the concept of "positioning." At age 25, he was named to Adweek's Best People Under 30. Currently, he is cochairman and cofounder of Kirshenbaum Bond & 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 Today, 20/20, and CNN. He was recently elected the youngest board member of the American Association of Advertising Agencies. RICHARD KIRSHENBAUM 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 & 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 & Partners, and for Deutsch. He has been profiled in the New York Times, and Crain's and Wired magazines, and has appeared on ABC, MTV, and CNBC.

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!

Credits.

Index.

Review

"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.

Long Description

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 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. In Under the Radar , Kirshenbaum and Bond chronicle their meteoric rise from a oneroom, two-man Lower East Side stringer operation to Kirshenbaum Bond & 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. Under the Radar 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. You'll learn all about cutting-edge research techniques KB&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. Offering valuable lessons from the founders of one of today s most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.

Review Text

"Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tools for the advertisingindustry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuableinsights and creative solutions on how to break through the clutter to make sure the consumer gets the message."--O. Burtch Drake, President and CEOAmerican Association for Advertising Agencies "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.

Review Quote

"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.

Promotional "Headline"

"Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tools for the advertisingindustry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuableinsights and creative solutions on how to break through the clutter to make sure the consumer gets the message."-O. Burtch Drake, President and CEOAmerican Association for Advertising Agencies"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.

Feature

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.

Details ISBN0471174696 Author Richard Kirshenbaum Short Title UNDER THE RADAR Pages 256 Language English ISBN-10 0471174696 ISBN-13 9780471174691 Media Book Format Hardcover Series Number 2 Illustrations Yes Year 1997 Imprint John Wiley & Sons Inc Subtitle Talking to Today's Cynical Consumer Place of Publication New York Country of Publication United States Birth 1957 Edition 1st DOI 10.1604/9780471174691 UK Release Date 1997-12-11 AU Release Date 1997-11-10 NZ Release Date 1997-11-10 Publisher John Wiley & Sons Inc Series Adweek Magazine Series Publication Date 1997-12-11 DEWEY 659.113 Audience Professional & Vocational US Release Date 1997-12-11

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• Condition: Neu
• ISBN-13: 9780471174691
• Book Title: Under the Radar
• ISBN: 9780471174691
• Publication Year: 1997
• Type: Textbook
• Format: Hardcover
• Language: English
• Publication Name: Under the Radar: Talking to Today's Cynical Consumer
• Item Height: 240mm
• Author: Jonathan Bond, Richard Kirshenbaum
• Publisher: John Wiley & Sons INC International Concepts
• Item Width: 164mm
• Subject: Advertising
• Item Weight: 560g
• Number of Pages: 256 Pages

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