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Under the Radar: [Talking to Today's Cynical Consumer] (Adweek Magazine Series) [Hardcover]

Jonathan Bond , Bond , Kirshenbaum
3.3 out of 5 stars  See all reviews (10 customer reviews)
RRP: 21.95
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Book Description

10 Nov 1997 Adweek Magazine Series (Book 2)
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.

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Product details

  • Hardcover: 256 pages
  • Publisher: John Wiley & Sons; 1 edition (10 Nov 1997)
  • Language: English
  • ISBN-10: 0471174696
  • ISBN-13: 978-0471174691
  • Product Dimensions: 2.2 x 16.1 x 24.1 cm
  • Average Customer Review: 3.3 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 1,545,593 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"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.

From the Inside 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.

Inside This Book (Learn More)
First Sentence
WE ARE IN THE MIDST OF AN EPIDEMIC OF CYNICISM. Read the first page
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars An important advertising book 10 April 1998
By A Customer
Format:Hardcover
Thanks to the authors for new insights in the crafting of today's advertising. Bond and Kirshenbaum tell how to reach today's consumer who is already over-dosed on ads.
I started my agency in 1993 with my head full of David Ogilvy principles (and they have worked well). But changes in the world of communication have dated some of Ogilvy's methods.
UNDER THE RADAR is the updated 'Ogilvy' manual for 1998. I hope that clients and marketing managers will read this book, so they can help their agencies be brave. I hope my competitors do not read this book, so I can get ahead! Great book!
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5.0 out of 5 stars Loved it! 28 Aug 1999
By A Customer
Format:Hardcover
A fascinating inside look at the world of advertising today. My advertising radar detector has been recalibrated to be dramatically more cynical. The book reminded me of the best seller; Liar's Poker by Michael Lewis, which provided us a humorous inside look at the world of investment banking at Salomon Brothers during the mid 1980s. A fun, easy read and a must for anyone working in or around the advertising industry.
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2.0 out of 5 stars Uninformative. 9 July 1999
By A Customer
Format:Hardcover
To be fair, there are a couple of interesting tidbits of information in this book, but overall, there is very little to be learned.
The authors go on at length using their ad firm's (KB&P) previous successful campains as learning examples, or case studies, but there is nothing revealing or earth-shattering in their message.
Save your money, and instead, pick up books written by Al Ries & Jack Trout, Paco Underhill, Jay Conrad Levinson, or David Ogilvy.
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1.0 out of 5 stars Reflection without insight 21 Jun 1999
By A Customer
Format:Hardcover
While Ogilvy, Trout, and Ries are clear thinkers whose books explain strategy and development of successful advertising tactics, the point of Jon and Richard's book (if it has one) seems to be that if you complain loud enough about how stupid everyone in the ad business is, then suckers will ask you to create pointless ads for them. Unfortunately the book is such a shallow self promotion piece I walked away feeling like I just got hit with a 1 hour commercial for dust bunnies. Definitely avoid.
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2.0 out of 5 stars Don't waste your money on this one. 22 Feb 1999
By A Customer
Format:Hardcover
Save your money. This piece of shameless self promotion contains little new information about consumers. Don't waste your time, unless you're interested in knowing how the authors created some mediocre ads. Subscribe to American Demographics instead.
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