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Under the Radar
Langbeschreibung
They advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to bring Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Advertising innovators Jon Bond and Richard Kirshenbaum have come up with more outrageously clever ways to get past consumers' detectors than anyone else in advertising today. And now, they're finally ready to reveal their methods.
Inhaltsverzeichnis
The New Consumer. Under-the-Radar Creative Work. The New Creative Rules for Getting Under the Radar. Using Word of Mouth to Get Under the Radar. Brand Planning: The Road Map for Getting Under the Radar. Using Media to Get Under the Radar. Running an Under-the-Radar Agency. Developing an Under-the-Radar Creative Department. The Last Word: It's Time to Raise Your Radar Again! Credits. Index.
JONATHAN BOND spent his early years in advertising at packaged goods stronghold Jordan, Case & McGrath, Korey, Kay & Partners, and his own start-up agency, Grossich and Bond. Bond also worked for famed marketing consultants Trout & Ries, inventors of the concept of "positioning." At age 25, he was named to Adweek's Best People Under 30. Currently, he is cochairman and cofounder of Kirshenbaum Bond & Partners, a $225 million agency behind such memorable campaigns as Snapple, Kenneth Cole, Citibank AAdvantage card, and Target stores. Bond and his partner Kirshenbaum are guest lecturers at Harvard Business School, and have appeared on Today, 20/20, and CNN. He was recently elected the youngest board member of the American Association of Advertising Agencies.
ISBN-13:
9780471174691
Veröffentl:
1997
Erscheinungsdatum:
10.11.1997
Seiten:
256
Autor:
Bond
Gewicht:
569 g
Format:
240x161x18 mm
Sprache:
Englisch
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