Under the radar
Subtitle: talking to today's cynical consumer
By: Jonathan Bond, Richard Kirshenbaum.
Contributors: Kirshenbaum, Richard, 1961-
Publisher: Wiley
Published: 1998
Place of publication: New York
Language: eng
Number of pages: 226
Subjects: Advertising -- United States.; Advertising campaigns -- United States.; Advertising agencies -- United States.
Description: 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.

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 simulate "under-the-radar" thinking.
Notes: Includes index.