Under the radar
talking to today's cynical consumer
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Author
Contributions
- Kirshenbaum, Richard, 1961- - Contributor
Publication
1998 - Wiley, New York, New York (State)
Language
English
Word Count
56,500 words, Guess
Page Count
226 pages
Identifiers
- Open LibraryOL678173M
- ISBN-100471174696
- OCLC Control Number37300598
- OCLC Control Numberunderradartalkin00bond
- Library of Congress Control Number97024519
and 2 more
- LibraryThing189316
- Goodreads640680
Classifications
- DDC659.1/0973
- LCCHF5813.U6 B595 1998
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.
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