Under the Radar

by Richard Kirshenbaum and Jonathan Bond

Book Overview

Die 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...

• Format: Hardcover
• Language: English
• ISBN: 0471174696
• ISBN13: 9780471174691
• Release Date: November 1997
• Publisher: Wiley
• Length: 256 Pages
• Weight: 1.35 lbs.
• Dimensions: 0.9" x 6.5" x 9.6"

Customer Reviews

It is a manifesto for the today's marketing communications

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.

Loved it!

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.

Ping!

This is definitely the best book I've ever read about advertising and the advertising agency business. No try to set rules that don't exist. No try to build up philosophies that don't work. But a clear and timely vision of how to stay ahead in the business.If I would build up an agency today, this would be my ideal of how it should act and work.To everyone working in advertsing: Buy 3 copies. One for yourself, one for your boss, one for your client. To every client of an agency: If only you would read it... To Jon and Richard: If you need a creative - send an e-mail.

we call it : BULLSHITALARM! ( the Netherlands)

Finally someone who took the gutz to write his view and vision down.This book is like reading my own story.Ogilvy is dead! long live the new brandbuilders.I'm working almost the same way within my office Y & R Amsterdam as KB & P so therefore this book is a good stimulance to get the people in the good direction.

An important advertising book

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!