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Title: Under the Radar : [Talking to Today's Cynical Consumer] by Jonathan Bond, Richard Kirshenbaum ISBN: 0-471-17469-6 Publisher: John Wiley & Sons Pub. Date: November, 1997 Format: Hardcover Volumes: 1 List Price(USD): $34.95

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Average Customer Rating: 3.26 (19 reviews)

Rating: 5
Summary: It is a manifesto for the today's marketing communications
Comment: 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
Summary: Who are these...?
Comment: 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.

Rating: 3
Summary: Pretty good book for the consumer.
Comment: I borrowed this book from a friend in the ad business. It's pretty good in that it shows how 'they' try to influence 'our' buying decisions. Now when I shop, I think twice before I purchase something. Thanks!

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