Under the Radar: Talking to Today's Cynical Consumer

Under the Radar: Talking to Today's Cynical Consumer
Average customer rating:

Poorly written self promotion devoid of substance.

It is a manifesto for the today's marketing communications

Who are these...?

Pretty good book for the consumer.

I'm not sure...

Under the Radar: Talking to Today's Cynical Consumer
Jonathan Bond , and Richard Kirshenbaum
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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ASIN: 0471174696

Book Description

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 overload. Kirshenbaum and Bond provide a cogent analysis of how the world has changed since David Ogilvy laid down his ironclad rules for successful advertising. And, using in-depth critiques of many of today's best (and worst) ad campaigns, they describe what it takes to break through the defensive screens of a population bombarded by 1,500 ad messages each day.

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 stimulate "under-the-radar" thinking.

Offering valuable lessons from the founders of one of today's most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies.

"Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tool for the advertising industry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuable insights and creative solutions on how to break through the clutter to make sure the consumer gets the message." âO. Burtch Drake, President and CEO American Association of Advertising Agencies.

"Kirshenbaum and Bond's genius is their capacity to cut through informational clutter and reach the grass roots. In the war to save New York's drinking water, Kirshenbaum and Bond showed us how to speak truth to powerâand be heard!" âRobert F. Kennedy, Jr.

"This book is the next best thing to actually working with Bond and Kirshenbaum. They are good! They know when to listen and when to argue with a client. They're not just smart and creative, they are serious strategic thinkers." âRoger Ailes, Chairman and CEO, Fox News.

"If you want to understand how ad executives create smart, innovative advertising, Richard and Jon's book is a must read." âValerie Salembier Publisher, Esquire magazine

"Any book that helps a company deal with our over-communicated world is worth reading. Under the Radar is definitely one of those books." âJack Trout, Trout & Partners Ltd. author of The New Positioning: The Latest on the World's #1 Business Strategy.

Customer Reviews:

Poorly written self promotion devoid of substance........2007-09-09

If I had to write a college paper to fill 200 pages about how smart I was this book is exactly what I would probably write. The problem is the authors are so convinced their advertising campaigns are so much better than all other ad campaigns that they just had to write a book to congratulate themselves and berate almost everyone else in advertising for being unimaginative. Yet they were unable to conjure up a single marketing or advertising concept in here except when they quote Ogilvy or Reis.

I bought this book to get a different perspective on marketing. After 3 pages I knew I might have made a mistake but read through this book anyway because I could not believe someone could possibly write a whole book without a single new thought or concept, so I kept reading. Luckily it was a quick read because their complete lack of substance meant I didn't have to stop to think about anything. Not once.

The classic books on advertising and marketing remain the magnificent Positioning books from Trout & Reis.

Dont waste money on this self promotion disguised as a book.

It is a manifesto for the today's marketing communications.......2003-09-25

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.

Who are these...?.......2002-12-02

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.

Pretty good book for the consumer........2002-07-27

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!

I'm not sure..........2000-06-02

I'm really not sure how I felt about this book. They did a great job of detailing the process of composing effective ads. They also developed some really good examples of advertising that gets results. I guess what bothers me is how shameless the writers are. First of all, this book might as well be a brochure for their agency...since all they do is brag about how creative their ideas are. Second of all, it seems as if they are guiltless about the seductive powers of advertising. But like I said...this book swings both ways. People who are cynical about the business will hate this book. People who are shameless will treasure it. And then there's people like me who can't figure out which end is up. So I did the best thing I could think of...I gave the book away. Good luck.

Compensating New Sales Roles : How to Design Rewards That Work in Today's Selling Environment

Average customer rating:

Awesome realities

Compensating New Sales Roles : How to Design Rewards That Work in Today's Selling Environment
Jerome A. Colletti , and Mary S. Fiss
Manufacturer: AMACOM/American Management Association
ProductGroup: Book
Binding: Hardcover

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Compensating the Sales Force: A Practical Guide to Designing Winning Sales Compensation Plans
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ASIN: 0814471064

Book Description

COMPENSATING NEW SALES ROLES How to Design Rewards That Work in Today's Selling Environment In every industry the traditional sales force is disappearing. To grow and prosper today, companies are focused on managing the total customer experience -- with an increasing number of jobs now playing key roles in the sales process. But what exactly are these new sales roles? How are they compensated? Now this action manual shows how to:

** understand why sales forces are evolving into new acquisitions specialists, retention sales specialists, telephone sales managers, service consultants, and more

** design state-of-the-art compensation plans for new sales roles

** implement a compensation plan that rewards top performers

** measure the effectiveness of the plan. JEROME A. COLLETTI is president and CEO of The Alexander Group, Inc., a nationwide management consulting firm specializing in marketing and sales. MARY S. FISS is a consulting manager with The Alexander Group, Inc. They are based in Scottsdale, AZ. WALLY WOOD (Sandy Hook, CT) is co-author of several books, including Marketing Myths That Are Killing Business.

Customer Reviews:

Awesome realities.......2000-09-09

This book is a must have for todays business managers in the ever changing world of sales. I am amazed at the insight and accuracy depicted in the book. It assisted me in the re-engineering of a tired sales force. Two thumbs up!

Your Attention Please: How to Appeal to Today's Distracted, Disinterested, Disengaged, Disenchanted, and Busy Consumer

Average customer rating:

If you do marketing, advertising or presentations for your business, read this!
How to design your message
Marketing in 21st Century
After Reading This Book, You'll Never Have to Say "... I could have done that better..."
Very good info

Your Attention Please: How to Appeal to Today's Distracted, Disinterested, Disengaged, Disenchanted, and Busy Consumer
Paul B. Brown , and Alison Davis
Manufacturer: Adams Media Corporation
ProductGroup: Book
Binding: Paperback

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Pop!: Stand Out in Any Crowd
Hot Button Marketing: Push the Emotional Buttons That Get People to Buy
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How to Recognize & Reward Employees: 150 Ways to Inspire Peak Performance (The Worksmart Series)
Made to Stick: Why Some Ideas Survive and Others Die

ASIN: 1593376871

Book Description

Maybe you're in sales...or marketing...or communications? Maybe you're a writer. Maybe you're even a CEO. Whatever your title, you're one of the hundreds of thousands of professionals who communicate for a living-and you're struggling to get your message heard in a noisy and crowded marketplace.
Yes, you know what you want to say and who you want to reach. No, you don't have writer's block and you certainly know how to construct a sentence. So what's the problem?
The audience you're writing for is going, going, gone... Today's consumer doesn't want to read anymore-they're already overwhelmed by overflowing e-mail, millions of Web pages, and 24/7 news proliferation.
Your Attention, Please. is the new strategy guide for communicating to the reluctant consumer. It shows you who the new audience is, how to reach them, and how you must communicate differently-or risk losing mindshare and marketshare.

Customer Reviews:

If you do marketing, advertising or presentations for your business, read this!.......2007-08-06

Of the hundreds of books on marketing, advertising and sales that are available, few offer the valuable insight that you will get from this book. The three chapters on "Focus on 'You'", "Tell a Story" and "Stay Short and Sweet" are worth the price of the book alone.

Unfortunately, too many people will probably think that the ideas that are presented in the book are too simple to work. Don't make that mistake! As a consultant who helps companies improve the effectiveness of their advertising and related communications, I can tell you that I have been using many of these ideas with my clients for years and they do work!

If you are in business and want to improve your advertising and communications, buy the book and read it at least three times. Then put the ideas to work. You will see a positive impact on your business!

How to design your message.......2007-03-24

If you're like me, you've been writing for a good long time and it's something you can handle with ease. But guess what? People don't read! Why? If Sleepless in Seattle were re-written today, the "You've got mail" voice would say "You've got more mail than you can hope to read. Ever."

Even if your message is GOOD, even if your message is IMPORTANT, even if your message is WELL WRITTEN, it's no guarantee it will even be read, much less remembered.

So, _Your Attention Please_ introduces you to "the high concept" and other techniques you can employ to create a well-crafted message (email, blog, report, presentation). There's nothing _really_ ground-breaking in terms of writing techniques in this book--focus on your audience, develop a clear message, keep it short--but it's *how* the book covers the topic that makes it so good. It walks its own talk: examples, visuals, sidebars, and anecdotes keep you flipping. I have an outlined summary of the book that I keep on my computer desktop and scan before sending out any important emails or creating presentations and trainings. Actually, to improve one more on the book, I would include a quick-reference card for those of us who want to practice the message without having to crack the book again.

And now the bad news. Did you hear the one about the writer who handed in her 600-page novel to her publisher, saying, "I was going to write a short story, but I didn't have the time"? _Designing_ a message takes a lot more effort than just writing one, which is probably why there are so many awful emails out there. Just try it once: take an idea you have and see if you can "high concept" it. You have to work harder than if you just started blathering on. So you can read the book, but you still have to wax-on and wax-off before you can be the karate kid.

One last note: I would give this book 5 stars, except that it had peppered throughout a number of anecdotes that didn't really support the point being made, and since the book was otherwise so tightly designed, they felt like pebbles in my shoe. For example, to illustrate a point about reading levels, they tell a good story about an online reading comprehension test. Great! But then they follow that with a story about visiting a website that can translate your writing into pig latin, jive, valley girl, and swedish chef. Ok, fun, but not at all relevant to the point about reading levels.

Marketing in 21st Century.......2007-01-15

Quite simply, the most comprehensive look at the new procedures for trying to talk to prospective clients that I've read in the last couple of years. I bought 3 to hand out to past and hopefully future clients.
It's practical and short and to the point, emulating what the book tells us to do.

After Reading This Book, You'll Never Have to Say "... I could have done that better..." .......2006-11-17

A very intuitive yet refreshingly nuts and bolts book that cuts across all communication dynamics. As a professional (not in sales or marketing), I did not expect the book to be anything other than tangentially or anecdotally relevant. Boy was I wrong. As I read the book I began to envision myself effortlessly utilizing the insights, advice and techniques literally packed throughout the book in all sorts of everyday situations from new and existing client contacts to "simple" colleague communications. I even see scenarios where the techniques will come in quite handy in more...stressful situations.

The book gingerly moves from lesson to hand-on examples that anyone can identify with, and is rich with (short) stories that lead you into the wilderness and out the other side, better-off for the experience. I recommend the book to anyone who has ever looked back on any communication opportunity of any nature, and thought "... I could have done that better..."

Very good info.......2006-11-10

Subtitled: How to appear to today's distracted, disinterested, disengaged, disenchanted and busy audience.

(Good resource for writers or business people)

As someone who writes business content for brochures, web sits, etc., this book had a ton of good information. Usually I don't write in books, however this one is splattered full of "good," or "keep."

These following facts will tell you why you need to write differently for today's audience:

-- 4.3% of adult population has ADHD-that's 8 million Americans
-- People will throw out more than 50% of the paper mail without any more than a quick glance--or pile it to "read later"
-- People will delete email without reading them, even those they need to have read in office emails (not just spam)
-- 84% of adults read magazines regularly while 50% read novels. 7,000 magazines are published in North America and 480 new magazines were introduced in 2004.
-- Professionals spend 53% of their time seeking information (5.4 billion hours a year)
-- The average TV viewer changes channels 8,000 a week
-- We retain 10% of what we hear, but 50% if visuals are included (pictures, graphics, type variations)
-- The Gettysburg Address (one of the greatest speeches in history) was only 272 words long
-- Average story in USA Today (introduced in 1982) is 300 words long.

Why all these facts? To show that our audience today, especially if you need to reach people younger than 35, wants to be communicated with differently.

The authors said that writing for the (recommended) reading level (7-8th grade) is not because our audience is illiterate but because they are busy, distracted, and reluctant to read complicated prose.

You can go to [...] to take a free reading test based on the state standards for competency in reading and math. (The book tells what happened when the author did that!)

Simple, short, friendly tone, one-to-one conversational approach. Watch your voice/personality. Get over yourself and your ego and write for your audience.

Brevity: People have so little time to absorb information that everything is getting shorter (except this review).

Armchair Interviews says: Anyone who writes for business should read this book to remember what you know--and to learn something new.

Aunt Jemima, Uncle Ben, and Rastus: Blacks in Advertising, Yesterday, Today, and Tomorrow (Contributions in Afro-American and African Studies ; No)

Average customer rating:

Badly needed commentary
Made me hungry...

Aunt Jemima, Uncle Ben, and Rastus: Blacks in Advertising, Yesterday, Today, and Tomorrow (Contributions in Afro-American and African Studies ; No)
Marilyn Kern-Foxworth
Manufacturer: Praeger Paperback
ProductGroup: Book
Binding: Paperback

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Toms, Coons, Mulattoes, Mammies & Bucks: An Interpretive History of Blacks in American Films
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The Black Image in the White Mind: Media and Race in America (Harvard Univ. Kennedy School of Gov't Goldsmith Book Prize Winner; Amer. Political Science ... in Communication, Media, and Public Opinion)
Coloring the News: How Political Correctness Has Corrupted American Journalism
Soap, Sex, and Cigarettes: A Cultural History of American Advertising

ASIN: 0275951847

Book Description

"This book provides a mirror to our past--a past that has been ignored or overshadowed for too long." From the foreword by Alex Haley Kern-Foxworth chronicles the stereotypical portrayals of Blacks in advertising from the turn of the century to the present. Beginning with slave advertisements, she discusses how slavery led naturally to the stereotypes found in early advertisements. From the end of the slave era to the culmination of the Civil Rights movement, advertising portrayed Blacks as Aunt Jemimas, Uncle Bens, and Rastuses, and the author explores the psychological impact of these portrayals. With the advent of the Civil Rights movement, organizations such as CORE and NAACP voiced their opposition and became active in the elimination of such advertising. In the final chapters, the volume examines the reactions of consumers to integrated advertising and the current role of Blacks in advertising. Its truly novel subject matter and its inclusion of vintage and contemporary advertisements featuring Blacks make this a valuable work.

Customer Reviews:

Badly needed commentary.......2002-08-10

After the civil war, (segregation notwithstanding) African Americans were technically free people, yet were featured in service products essentially recreating slavery. African Americans were only allowed a public acceptance if they conformed to stereotypical images produced by the larger (predominantely white) society.

Kern-Foxworth's tome provides an eloquent examination of this double bind through brand origins to their modern day counterparts. Early depictions of Aunt Jemima reveal a gross caricturization of Black women's physical features and alleged mannerisms that can never be mistaken for flattery, yet this image was welcomed into many facilities where a living African American irrespective of title would never had been welcome.

Critics of this meticulously researched, spell-binding work could argue the presence of African Americans featured on foodstuffs could be a paean to black visibility via capitalism (where purchasing popularity becomes linked to empowerment/) but the argument would conveniently neglect the undeniably problematic implications of linking African American service and purchase.

Not even a transformation from turbaned servant to the vague "modern woman" has completely resolved very serious cultural contradictions and dilemmas surrounding Aunt Jemima. Is she a tool of the dominant society, a covert agent for revolutionary change or somewhere in between? Through art deconstructing and explore cultural politics, she is positioned as an uneasy reminder of America's less than admirable history of discrimination and bigotry.

Reading this book is tough, but critical for everybody interested in political change and pop culture. Advertising imagery is not inanimate, instead both reflecting and shaping the nation. Encouraging critically thought about the political undertones of pop culture, the author by extension makes profound contributions to civil rights public policy.

Made me hungry..........2000-03-13

I felt bad...because after reading this book about what a horrible, racist image Aunt Jemima is...I was inspired to go get a box of her mix and eat pancakes three meals a day. Very informative book, it goes a bit far in blaming everything in the world on racism...as is the style of the day

BRANDchild: Insights into the Minds of Today's Global Kids: Understanding Their Relationship with Brands

Average customer rating:

Inspiring!
Fascinating Study -- A Must Read
Packed with Knowledge!
Great Book!
The Secret Seapon

BRANDchild: Insights into the Minds of Today's Global Kids: Understanding Their Relationship with Brands
Martin Lindstrom , and Patricia B. Seybold
Manufacturer: Kogan Page
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

Consumer Behavior | Marketing & Sales | Business & Investing | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
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The Great Tween Buying Machine: Capturing Your Share of the Multi-Billion-Dollar Tween Market
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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Priceless: Turning Ordinary Products into Extraordinary Experiences
Born to Buy: The Commercialized Child and the New Consumer Culture

ASIN: 0749438673

Book Description

Tweens (8- to 14-year-olds) comprise a new type of audience. An increasingly powerful and smart consumer group, they spent US$300 billion but influenced an astounding US$1.88 trillion spent across the globe last year. They are different from previous generations in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the TV remote is broken when they can't find the cursor on the screen, they drop from existence when the battery in their cell phone is flat, and they know current brand images better than any advertising expert.

Based on the world's most extensive study of tween attitudes and behaviors ever conducted, 'BRANDChild' is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B. Seybold ('Customers.com') share their unique views on kids' trends and fascinating marketing techniques.

'BRANDChild' summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs.

Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, 'BRANDchild' proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.

Customer Reviews:

Inspiring!.......2004-08-28

This book is inspired. And it's not just for 'ad-folk', but anyone who appreciates how much influence kids has on the future of branding. The message in BRANDchild is super-powerful. Just see how beautifully the examples in this book elucidate the idea, taking it beyond ideology to reality backed by tons of data and research. If you want a how-to manual on the future of kid's communication, you've found it. If you're anywhere near business, you'd better wake up and listen to Lindstrom's advice in BRANDchild.

Fascinating Study -- A Must Read.......2004-08-26

Martin Lindstrom is the new, young, energetic marketing guru that the world has been waiting for. Fabulous information. Infectious energy. Saw him recently on Bloomberg Television -- he looks like a kid himself but has thoughtfulness and brillliance way beyond his years. Can't wait to see what he comes up with next.

Packed with Knowledge!.......2004-05-19

This is an excellent book about marketing to children. Based on extensive research into the attitudes, perceptions, emotions and preferences of children around the world, it tells you in no uncertain terms how to target one of the biggest and most influential consumer populations on earth. Children between the ages of 8 and 14, dubbed "tweens" ("tweenagers") by the authors, are a curious group. They are also a lonely, insecure group with an engaging mix of naiveté and sophistication. Devilishly hard to capture, they are a rich economic prize, controlling an enormous amount of money of their own, and strongly influencing their families' purchases, even of major appliances. This book shows you what matters to these kids and what false notes to avoid if you want to tap into their buying power. We acknowledge that some readers may be uncomfortable with such tactics as setting up a web site that pretends to belong to a friendly child in order to attract kids and start buzz about some brand, but the book's reporting is accurate, practical and forward looking, for good or ill.

Great Book!.......2003-06-19

Martin Lindstrom does a great job letting the reader know that the root of success when communicating with kids is understanding kids, their lives, dreams and hopes. He not only analyzes data from 7 countries, but includes his own experiences with working with kids and with kids related brands. He is able to get his point across without being boring, looking at the subject form different angles.
I also checked out the MartinLindstrom.com site. I think it is a great site, with tons of brand info related to kids and general brand trends. Well done!

The Secret Seapon.......2003-04-26

This book is the secret weapon for anyone who markets to kids or wants to. Lindstrom manages to make the subject entertaining and engaging while teaching you a pile of indispensible techniques to capture a kid's heart.

Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids.

Another funny thing about this book...it helps you to understand kids better. For readers with their own kids, this could be the greates value of all.

Brand Child: Remarkable Insights into the Minds of Today's Global Kids & Their Relationships with Brands
Average customer rating:

Compelling, Fascinating information from solid research

Brand Child: Remarkable Insights into the Minds of Today's Global Kids & Their Relationships with Brands
Martin Lindstrom , and Patricia B. Seybold
Manufacturer: Kogan Page
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Advertising | Marketing & Sales | Business & Investing | Subjects | Books
Consumer Behavior | Marketing & Sales | Business & Investing | Subjects | Books
Research | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart

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Marketing to the New Super Consumer: Mom & Kid

ASIN: 0749442840

Book Description

* A unique exploration of children's relationships with consumer brands

Customer Reviews:

Compelling, Fascinating information from solid research.......2006-05-10

Written from the results of a year-long global research study conducted by the brand research firm Milward Brown, this book is rich with information about how children perceive brands, react to marketing, and decide to spend their considerable financial buying power. The study targeted "tweens", children in the 8-14 age group, who have become a global consumer group, through the internet and other technologies.

This book is a must read for anyone marketing to children and it will be as fascinating for parents as for marketers. Much of the information here will be slightly disturbing for adults, and the cold clarity of the author's advice on marketing to tweens will strike some as nothing less than Machiavellian. Consider, for instance, the proven strategy of creating a false website for a `friendly' kid where the marketers feed positive information about their brands to other children. However, marketers would be foolish not to understand that tweens are likely the most marketing and media savvy consumer group on the planet (exposed to 40,000 commercials per year)...and mastering peer-to-peer marketing is not only the most effective, but probably the ONLY effective way to reach them.

The information here about the psychology of tweens relative to brands is just as fascinating. Half of them have experienced the divorce of their parents, or watched their parents face corporate downsizing and uncertainty. They are a hardened group that craves stability and love and above all, control. The uncertainties of their lives makes fear the primary motivator in purchasing decisions.

Electronic Job Search Revolution: How to Win with the New Technology That's Reshaping Today's Job Market

Average customer rating:

The Catalyst for Millennium Career Marketing

Electronic Job Search Revolution: How to Win with the New Technology That's Reshaping Today's Job Market
Joyce Lain Kennedy , and Thomas J. Morrow
Manufacturer: Wiley
ProductGroup: Book
Binding: Paperback

General | Job Hunting & Careers | Business & Investing | Subjects | Books

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ASIN: 0471115762

Book Description

"If I could take but one tool into the 21st century, this would be it." âHarvey Mackay, author of How to Swim with the Sharks without Being Eaten Alive

Online services market you to employers

Cyberspace classifieds list hot jobs

Company databases make job research easy

Job resources you can use around the clock Information technology is revolutionizing the way people look for jobs.

Job seekers can now connect with employers, not just through print job ads and employment services, but electronically. Millions have already tapped into these powerful new resources to help them get ahead. In this fully revised, up-to-the-minute guide, syndicated columnist Joyce Lain Kennedy shows you how to take advantage of the very latest technology to gain access to tens of thousands of potential employers. She also provides helpful tips from human resource specialists, and includes the names, addresses, telephone and fax numbers of electronic job search services. And don't worry, you don't have to be computer literate to get the most out of this book. In straightforward, nontechnical prose, Kennedy and Thomas J. Morrow fill you in on:

Resume databases that give employers instant access to your resume
Employer databases to design your own blue-ribbon prospect list âand get company names and profiles automatically
Computer-driven interviews and video conferencing
Telephone job hotlines
Electronic tools that identify your skills
New online job help for graduates and alumni

Want to master the century's biggest change in job finding? Don't miss this book's two companion volumes: Electronic Resume Revolution, the first complete guide to preparing computer-friendly resumes, and Hook Up, Get Hired!, a comprehensive guide to using the hottest new resources of the Internet to find a job.

Customer Reviews:

The Catalyst for Millennium Career Marketing.......1999-05-19

I read this book from cover to cover in 1995 and it catapulted my career in Recruiting and Online Consulting. It gave pertinent information for career marketers and job seekers who wanted to branch into the unknown. It did not boast of 100% guarantees but it promised information and delivered. I am a long time fan of Kennedy.

Average customer rating:

Got advertising?
Great Layout, very up-to-date with today's top Ad firms
rave reviews for this book
You get a lot of book for your money
The Curmudgeon

Advertising Today
Warren Berger
Manufacturer: Phaidon Press
ProductGroup: Book
Binding: Paperback

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Advertising | Marketing & Sales | Business & Investing | Subjects | Books

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All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
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ASIN: 0714843873

Book Description

More than a means of moving merchandise, advertising has been increasingly recognized not only as an art form all its own, but also as a central, defining element of popular culture. Together, the 14 chapters of Advertising Today provide a thematic overview of the evolution of advertising around the world over the past 30 years, charting influences from the political and social upheavals of the 1960s, to the appropriation of cinematic production techniques and special effects in the 1980s, to the influence of the Internet in the 1990s. Each chapter includes an interview with a key figure in advertising — including Italy's Oliviero Toscani of the controversial Benetton campaigns, the award-winning Brazilian Nizan Guanaes, American comedian and American-Express spokesperson Jerry Seinfeld, and British adman John Hegarty of Bartle Boyle Hegarty, creator of the world-famous Levi's ads.

Customer Reviews:

Got advertising?.......2002-10-02

Hardly anyone outside the industry itself has a high opinion of advertising, and I'm probably no different -- most of the time. However, I've long appreciated the occasional high degree of originality and wit of which ad writers and artists have shown themselves capable, especially since the late 1950s. This fat volume brings all of them together, beginning with Volkwagen's groundbreaking "Think Small" campaign. There are chapters on the influence of European copywriting on American ads, the development of a new "visual language," the rise of backhanded "oddvertising," the growth of advertising as a reflection of (and finally an agent of) social change, and the advent of guerilla anti-advertising, each of them an entertaining and instructive mix of graphics and text. There's even a separate chapter on the ups and downs of the famous and long-running "Got Milk?" campaign. This gorgeous book will keep you studying the artwork and reading the discussions far into the night.

Great Layout, very up-to-date with today's top Ad firms.......2002-03-25

Wonderful, wonderful, wonderful....not only because I'm in it, (brother used me in one of his shoots for Village Voice campaign)...but, buying this book is a great way to see innovation and artistry normally slated for galleries...

rave reviews for this book.......2001-12-28

As the proud author, just wanted to share w/readers some of the recent press reviews for Advertising Today:
"An amazing book," says Esquire magazine; a 4-star rating from Maxim magazine; Village Voice says "media archaelogists will pore over it for decades to come"; praised on ABC World News; on her radio show, Joan Rivers called it "fabulous" & the hot new coffee table book; J. Walter Thompson pres. Bob Jeffrey says, "Never has a book captured the heart and soul of advertising as much as Advertising Today."

You get a lot of book for your money.......2001-11-29

This isn't just a book for ad students and insiders, though I imagine they'd love it. I'm not an ad junkie myself, but I happen to love this book because it's a very different and interesting coffee table book, that you can spend hours looking at. The ads featured in the book are amazing - funny, clever, intriguing, sometimes works of art in themselves. And the captions explain what's going on, all that sly thinking and logic behind the ads. I find it's the kind of book that really gets people talking. But be forewarned - it's a huge book, so make sure you have a strong coffee table!

The Curmudgeon.......2001-11-03

Warren is the best there is when it comes to reviewing the current Ad scene. However there are some factaul errors in the book. i.e. He talks about the breakthrough work that PKL did for Smirnof vodka in the sixties... It was'nt for Smirnof, it was for Wolfschmidt Vodka. Even more important was the work PKL did to launch the first Xerox dry copier, with the famous "Monkey" commercial.
However, the most dramatic ommision was that there was absolutely no mention of Jack Tinker Associates, the InterPublic think tank that kick started Mary Wells into Wells Green Inc.
Otherwise, a great book.
Warren, email me, Ive lost your phone number.
George Parker

50 Ways to Win New Customers: Fast, Simple, Inexpensive, Profitable and Proven Ideas You Can Use Start Ing Today

Average customer rating:

50 Ways to Win New Customers: Fast, Simple, Inexpensive, Profitable and Proven Ideas You Can Use Start Ing Today
Paul R. Timm
Manufacturer: Career Pr Inc
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Customer Service | Industries & Professions | Business & Investing | Subjects | Books

Marketing | Small Business & Entrepreneurship | Business & Investing | Subjects | Books
ASIN: 1564140725

False advertising and the law: Coping with today's challenges (Corporate law and practice course handbook series)

Average customer rating:

False advertising and the law: Coping with today's challenges (Corporate law and practice course handbook series)

Manufacturer: Practising Law Institute
ProductGroup: Book
Binding: Unknown Binding

General | Taxation | Law | Subjects | Books
ASIN: 0872242749

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