by Jonathan Bond, Richard Kirshenbaum
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Product 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.
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Average Customer Review:
0 of 0 people found the following review helpful:
 Poorly written self promotion devoid of substance., 2007-09-09
If I had to write a college paper to fill 200 pages about how smart I was this book is exactly what I would probably write. The problem is the authors are so convinced their advertising campaigns are so much better than all other ad campaigns that they just had to write a book to congratulate themselves and berate almost everyone else in advertising for being unimaginative. Yet they were unable to conjure up a single marketing or advertising concept in here except when they quote Ogilvy or Reis.
I bought this book to get a different perspective on marketing. After 3 pages I knew I might have made a mistake but read through this book anyway because I could not believe someone could possibly write a whole book without a single new thought or concept, so I kept reading. Luckily it was a quick read because their complete lack of substance meant I didn't have to stop to think about anything. Not once.
The classic books on advertising and marketing remain the magnificent Positioning books from Trout & Reis.
Dont waste money on this self promotion disguised as a book.
0 of 0 people found the following review helpful:
 It is a manifesto for the today's marketing communications, 2003-09-25
It is a great book. I really enjoyed it and I recommended it to some of my fellow co-workers.
Although one of the obvious reasons to be written is to self-promote their agency, B & K have done tremendous job providing so much insight into how to talk and more importantly how to entice today's consumers. There are (or were) many agency theories and practices on integrated marketing communications such as "360 degree coomunications" of O&M or the "The Whole Egg" of Y&R but the really convincing and what is more important, working one is the approach of these two guys. I really like it and the fact that I feel like reading the book again is enough to rate it with five stars.
1 of 3 people found the following review helpful:
Who are these...?, 2002-12-02
If the level of writing and thinking is any indicator of the brains behind this agency, they should close within six months.
Shallow, insubstantial fluff from case studies of quite inconsequential and mostly invisible clients.
Most case studies in this book were entirely under everyone's radar.
Who the hell are Kirschenbaum and Bond anyway?
A book by nobodies about advertising? If they'd done something of note, maybe a book would be in order. Noteably, AdWeek published this vanity piece- no one outside of a very small circle of advertising people could possibly care what's in this book.
0 of 0 people found the following review helpful:
Pretty good book for the consumer., 2002-07-27
I borrowed this book from a friend in the ad business. It's pretty good in that it shows how 'they' try to influence 'our' buying decisions. Now when I shop, I think twice before I purchase something. Thanks!
6 of 7 people found the following review helpful:
I'm not sure..., 2000-06-02
I'm really not sure how I felt about this book. They did a great job of detailing the process of composing effective ads. They also developed some really good examples of advertising that gets results. I guess what bothers me is how shameless the writers are. First of all, this book might as well be a brochure for their agency...since all they do is brag about how creative their ideas are. Second of all, it seems as if they are guiltless about the seductive powers of advertising. But like I said...this book swings both ways. People who are cynical about the business will hate this book. People who are shameless will treasure it. And then there's people like me who can't figure out which end is up. So I did the best thing I could think of...I gave the book away. Good luck.
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