Title
Under The Radar: Talking To Today'S Cynical Consumer
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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 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, Twoman 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 Undertheradar 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 Indepth 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 Cuttingedge Research Techniques Kb&P And Other Frontrunning Agencies Have Developed For Getting Inside The Heads And Hearts Of Real People, And, Just As Important, How To Use That Knowledge To Get Adweary 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 Undertheradar 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 Selfemployed 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 AgenciesKirshenbaum 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 Powerand 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 NewsIf You Want To Understand How Ad Executives Create Smart, Innovative Advertising, Richard And Jon'S Book Is A Must Read.Valerie Salembier, Publisher, Esquire MagazineAny 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 & Partners Ltd. Author Of The New Positioning: The Latest On The World'S #1 Business Strategy
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the page count of 'Under the Radar: Talking to Today's Cynical Consumer'? A: This book contains two hundred fifty-six pages. It provides in-depth insights into advertising strategies and consumer behavior.
- Q: What are the dimensions of this book? A: The book measures six point three two inches in length, zero point nine four inches in width, and nine point four five inches in height. These dimensions make it a convenient size for reading.
- Q: What type of binding does this book have? A: This book is bound in hardcover. Hardcover binding enhances its durability and longevity.
- Q: Who are the authors of this book? A: The authors are Jonathan Bond and Richard Kirshenbaum. They are recognized experts in the advertising industry.
- Q: What genre does this book belong to? A: This book is categorized under Advertising. It focuses on innovative marketing techniques and consumer engagement.
- Q: What is the main theme of 'Under the Radar'? A: The main theme explores how to effectively communicate with cynical consumers. It details strategies for breaking through advertising clutter.
- Q: How can I apply the lessons from this book in my marketing efforts? A: You can implement the strategies discussed to capture consumer attention. The authors provide practical insights for engaging today's ad-weary audience.
- Q: Is this book suitable for beginners in marketing? A: Yes, this book is suitable for both beginners and experienced marketers. It offers valuable lessons applicable to various levels of expertise.
- Q: What kind of marketing strategies are discussed in this book? A: The book discusses integrated marketing, guerrilla marketing, and unique consumer research techniques. These strategies aim to enhance engagement with consumers.
- Q: Are there case studies included in this book? A: Yes, the book includes critiques of contemporary ad campaigns. These case studies illustrate successful and unsuccessful advertising methods.
- Q: How should I care for this hardcover book? A: To keep this hardcover book in good condition, store it in a cool, dry place. Avoid exposure to direct sunlight to preserve its cover and pages.
- Q: What is the recommended storage for this book? A: It is best to store this book upright on a bookshelf. Ensure it is not stacked under heavy items to prevent damage.
- Q: What if the book arrives damaged? A: If the book arrives damaged, you should contact the retailer for a return or exchange. Most sellers provide a warranty or return policy.
- Q: Is there a specific audience that will benefit from this book? A: Yes, the book is beneficial for advertising professionals, marketers, and anyone involved in consumer engagement. It provides insights that are broadly applicable.
- Q: Can this book help with understanding modern advertising challenges? A: Yes, the book addresses challenges in modern advertising, especially in an age of information overload. It offers strategies to effectively communicate with consumers.
- Q: Does this book include insights from industry leaders? A: Yes, it features insights and testimonials from industry leaders. This adds credibility to the strategies and lessons shared by the authors.