{"product_id":"under-the-radar-hardcover","title":"Under the Radar - Hardcover","description":"\u003cp\u003eby \u003cb\u003eJonathan Bond\u003c\/b\u003e (Author), \u003cb\u003eRichard Kirshenbaum\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\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 mi lungene Kampagnen werden besprochen und Fehler analysiert. Ebenso werden so zentrale Begriffe wie integriertes Marketing und Guerilla Marketing besprochen. (11\/97)\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\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. In \u003ci\u003eUnder the Radar\u003c\/i\u003e, Kirshenbaum and Bond chronicle their meteoric rise from a oneroom, 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. 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\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. 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.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\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\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\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\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 256\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.86 x 9.63 x 6.45 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e November 24, 1997\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":67981460177150,"sku":"9780471174691","price":75.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0826\/8716\/4670\/files\/hY5jDocCyV9780471174691.webp?v=1793807538","url":"https:\/\/123learningstore.com\/products\/under-the-radar-hardcover","provider":"123 Learning Store","version":"1.0","type":"link"}