A Master Class in Brand Planning: The Timeless Works of Stephen King / Edition 1by Judie Lannon
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’, a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a… See more details below
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’, a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.
Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today’s more complex media environment.
The book serves as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 6.90(w) x 9.70(h) x 1.30(d)
Table of Contents
About the Book: How it Happened.
About the Contributors.
PART I: PLANNING: ROLE AND STRUCTURE.
1 Who Do You Think You Are? (Malcolm White).
1.1 The Anatomy of Account Planning (Stephen King).
1.2 The Origins of Account Planning (John Treasure).
1.3 How I Started Account Planning in Agencies (StanleyPollitt).
2 How Brands and the Skills of Branding have Flowered(Rita Clifton).
2.1 What is a Brand? (Stephen King).
3 The Price of Freedom is Eternal Vigilance (RorySutherland).
3.1 Advertising: Art and Science (Stephen King).
4 The Market’s Evolved, Why Hasn’t Planning?(Merry Baskin).
4.1 Strategic Development of Brands (Stephen King).
5 Learning and Improvement, Not Proof and Magic Solutions(William Eccleshare).
5.1 Improving Advertising Decisions (Stephen King).
6 The Media Planner’s Revenge (MarcoRimini).
6.1 Inter-media Decisions: Implications for Agency Structure(Stephen King).
PART II: PLANNING: CRAFT SKILLS.
7 A Revolutionary Challenge to ConventionalWisdom(Paul Feldwick).
7.1 What Can Pre-testing Do? (Stephen King).
8 FourWisest Principles You Will Ever Read (SimonClemmow).
8.1 Practical Progress from a Theory of Advertisements(Stephen King).
9 JWT’s Debt to Stephen King (GuyMurphy).
9.1 In Pursuit of an Intense Response (Rosemarie Ryan and TyMontague).
9.2 Advertising Idea (Stephen King – from JWTToolkit).
9.3 JWT Engagement Planning in China: The Art of Idea Management(Tom Doctoroff).
10 Short-Term Effects may be Easier to Measure but Long-TermEffects are More Important (Tim Broadbent).
10.1 Setting Advertising Budgets for Lasting Effects (StephenKing).
PART III: MARKET RESEARCH.
11 A Theory that Built a Company (Mike Hall).
11.1 Can Research Evaluate the Creative Content of Advertising?(Stephen King).
12 The Great Bridge Builder: Searching for Order out ofChaos (Creenagh Lodge).
12.1 Advertising Research for New Brands (StephenKing).
13 You Can’t Make Sense of Facts until you’ve Hadan Idea (Kevin McLean).
13.1 Applying Research to Decision Making (StephenKing).
14 Measuring Public Opinion in an IndividualisticWorld(Chris Forrest).
14.1 Conflicts in Democracy: The Need for More Opinion Research(Stephen King).
15 The Perfect Role Model for Researchers Today (DavidSmith).
15.1 Tomorrow’s Research (Stephen King).
PART IV: MARKETING – GENERAL.
16 Old Brands Never Die. They Just get Sold for a HugeProfit (Martin Deboo).
16.1 What Makes New Brands Succeed? (Stephen King).
17 The Retail Revolution gets Underway (AndrewSeth).
17.1 What’s New about the New Advertisers? (StephenKing).
18 A Robust Defence of what Brand Advertising is For(Stephen Carter).
18.1 New Brands: Barriers to Entry? (Stephen King).
19 The Train to Strawberry Hill (HughBurkitt).
19.1 Has Marketing Failed, or was it Never Really Tried?(Stephen King).
20 A Challenge to Change Behaviour (NeilCassie).
20.1 Brand Building in the 1990s (Stephen King).
Resumé of Stephen King’s life.
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