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- catalog abstract "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.".
- catalog contributor b10605987.
- catalog contributor b10605988.
- catalog created "c1998.".
- catalog date "1998".
- catalog date "c1998.".
- catalog dateCopyrighted "c1998.".
- catalog 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.".
- catalog description "Prologue: Please Lower Your Radar Before Reading -- Preface: How We Created an Under-the-Radar Agency -- 1. The New Consumer -- 2. Under-the-Radar Creative Work -- 3. The New Creative Rules for Getting Under the Radar -- 4. Using Word of Mouth to Get Under the Radar -- 5. Brand Planning: The Road Map for Getting Under the Radar -- 6. Using Media to Get Under the Radar -- 7. Running an Under-the-Radar Agency -- 8. Developing an Under-the-Radar Creative Department -- The Last Word: It's Time to Raise Your Radar Again!".
- catalog description "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.".
- catalog extent "xxiii, 226 p. :".
- catalog hasFormat "Under the radar.".
- catalog identifier "0471174696 (cloth : alk. paper)".
- catalog isFormatOf "Under the radar.".
- catalog isPartOf "Adweek books".
- catalog issued "1998".
- catalog issued "c1998.".
- catalog language "eng".
- catalog publisher "New York : Wiley,".
- catalog relation "Under the radar.".
- catalog spatial "United States.".
- catalog subject "659.1/0973 21".
- catalog subject "Advertising United States.".
- catalog subject "Advertising agencies United States.".
- catalog subject "Advertising campaigns United States.".
- catalog subject "HF5813.U6 B595 1998".
- catalog tableOfContents "Prologue: Please Lower Your Radar Before Reading -- Preface: How We Created an Under-the-Radar Agency -- 1. The New Consumer -- 2. Under-the-Radar Creative Work -- 3. The New Creative Rules for Getting Under the Radar -- 4. Using Word of Mouth to Get Under the Radar -- 5. Brand Planning: The Road Map for Getting Under the Radar -- 6. Using Media to Get Under the Radar -- 7. Running an Under-the-Radar Agency -- 8. Developing an Under-the-Radar Creative Department -- The Last Word: It's Time to Raise Your Radar Again!".
- catalog title "Under the radar : talking to today's cynical consumer / Jonathan Bond, Richard Kirshenbaum.".
- catalog type "text".