Год выпуска: 1997 Автор: Jonathan Bond Издательство: Страниц: 256 ISBN: 9780471174691
Описание
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. 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. Under the Radar offers advertising and marketing professionals a deeply probing and instructive look at the nature of advertising and marketing in an age of information...
