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ZIN Product Number: 10125583
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| | | |  | | | Product Details
 Format: Hardcover, 214 pages
Publisher: Wiley, John & Sons, Incorporated
ISBN: 0471174696
Release Date: Jan 11, 1997
Average Reader Review:   (Based on 1 review.)
| |  | | | From The Publisher
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.
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 | | | | | Number of Reviews: 1 Average Rating:
Shallow rehash of other books on advertising
-- A reviewer, marketing manager in Silicon Valley, June 22, 1999
Also Recommended: DO get: Positioning, and Direct Hit
| |  | | | | Prologue: Please Lower Your Radar Before Reading | | | Preface: How We Created an Under-the-Radar Agency | | | 1 | The New Consumer | 1 | | 2 | Under-the-Radar Creative Work | 33 | | 3 | The New Creative Rules for Getting Under the Radar | 65 | | 4 | Using Word of Mouth to Get Under the Radar | 93 | | 5 | Brand Planning: The Road Map for Getting Under the Radar | 117 | | 6 | Using Media to Get Under the Radar | 143 | | 7 | Running an Under-the-Radar Agency | 169 | | 8 | Developing an Under-the-Radar Creative Department | 197 | | The Last Word: It's Time to Raise Your Radar Again! | 213 | | Credits | 215 | | Index | 217 |
| |  | | | Find similiar books in these subject areas:
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