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A Master Class in Brand Planning
The Timeless Works of Stephen King
Judie Lannon (Edited by), J Lannon (Author), Merry Baskin (Edited by)
9780470517918, Wiley
Hardback, published 26 October 2007
400 pages
24.9 x 17.8 x 3 cm, 0.822 kg
"Every planner needs this book - and the brave ones will give it to their clients, too." (Admap, November 2007) "A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007) "...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout." (Market Leader, Winter 2007)
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 potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
Introduction xi About the Book: How it Happened xv Acknowledgements xvii About the Contributors xix Part I Planning: Role and Structure 1 1 Who Do You Think You Are? 3 1.1 The Anatomy of Account Planning (Stephen King) 7 1.2 The Origins of Account Planning (John Treasure) 13 1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19 2 How Brands and the Skills of Branding have Flowered 23 2.1 What is a Brand? (Stephen King) 27 3 The Price of Freedom is Eternal Vigilance 41 3.1 Advertising: Art and Science (Stephen King) 45 4 The Market’s Evolved, Why Hasn’t Planning? 59 4.1 Strategic Development of Brands (Stephen King) 63 5 Learning and Improvement, Not Proof and Magic Solutions 69 5.1 Improving Advertising Decisions (Stephen King) 73 6 The Media Planner’s Revenge 87 6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91 Part II Planning: Craft Skills 105 7 A Revolutionary Challenge to Conventional Wisdom 107 7.1 What Can Pre-testing Do? (Stephen King) 111 8 Four of the Wisest Principles You Will Ever Read 119 8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123 9 JWT’s Debt to Stephen King 139 9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141 9.2 Advertising Idea (Stephen King – from JWT Toolkit) 145 9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153 10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159 10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163 Part III Market Research 173 11 A Theory that Built a Company 175 11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179 12 The Great Bridge Builder: Searching for Order out of Chaos 195 12.1 Advertising Research for New Brands (Stephen King) 199 13 You Can’t Make Sense of Facts until you’ve Had an Idea 209 13.1 Applying Research to Decision Making (Stephen King) 213 14 Measuring Public Opinion in an Individualistic World 227 14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231 15 The Perfect Role Model for Researchers Today 237 15.1 Tomorrow’s Research (Stephen King) 241 Part IV Marketing – General 253 16 Old Brands Never Die. They Just get Sold for a Huge Profit 255 16.1 What Makes New Brands Succeed? (Stephen King) 259 17 The Retail Revolution gets Underway 279 17.1 What’s New about the New Advertisers? (Stephen King) 283 18 A Robust Defence of what Brand Advertising is For 295 18.1 New Brands: Barriers to Entry? (Stephen King) 299 19 The Train to Strawberry Hill (1744) 307 19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311 20 A Challenge to Change Behaviour 327 20.1 Brand Building in the 1990s (Stephen King) 331 Resumé of Stephen King’s life 341 Index 345
Malcolm White
Rita Clifton
Rory Sutherland
Merry Baskin
William Eccleshare
Marco Rimini
Paul Feldwick
Simon Clemmow
Guy Murphy
Tim Broadbent
Mike Hall
Creenagh Lodge
Kevin McLean
Chris Forrest
David Smith
Martin Deboo
Andrew Seth
Stephen Carter
Hugh Burkitt
Neil Cassie
Subject Areas: Business & management [KJ]
