Under the Radar : [Talking to Today's Cynical Consumer]
Author: Jonathan Bond, Richard Kirshenbaum
List Price: $34.95
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ISBN: 0471174696
Publisher: John Wiley & Sons (November, 1997)
Sales Rank: 78,429
Average Customer Rating: 3.26 out of 5
Customer Reviews
Rating: 4 out of 5
Success Can be Learned
Though Ogilvy on Advertising is a useful book, even today, it fails to deal with critical issues in the mid and late 1990s. Jon Bond and Richard Kirshenbaum have a good story to tell here, and lots to impart on how to not revert to institutional advertising. The agency has done excellent work outside the box for many clients, and reading how they accomplished that are good lessons to read indeed. I found it much more useful that many other ad books, like some mentioned above by Trout & Reis.
Rating: 5 out of 5
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.
Rating: 1 out of 5
Who are these...?
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. Similar Products
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