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A Master Class in Brand Planning: The Timeless Works of Stephen King

Book Description

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.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Introduction
    1. SOME THINGS YOU SHOULD KNOW
  5. About the Book: How it Happened
  6. Acknowledgements
  7. About the Contributors
  8. Part I - Planning: Role and Structure
    1. Chapter 1 - Who Do You Think You Are?
      1. 1.1 - The Anatomy of Account Planning
      2. 1.2 - The Origins of Account Planning
      3. 1.3 - How I Started Account Planning in Agencies
    2. Chapter 2 - How Brands and the Skills of Branding have Flowered
      1. 2.1 - What is a Brand?
    3. Chapter 3 - The Price of Freedom is Eternal Vigilance
      1. 3.1 - Advertising: Art and Science
    4. Chapter 4 - The Market’s Evolved, Why Hasn’t Planning?
      1. 4.1 - Strategic Development of Brands
    5. Chapter 5 - Learning and Improvement, Not Proof and Magic Solutions
      1. 5.1 - Improving Advertising Decisions
    6. Chapter 6 - The Media Planner’s Revenge
      1. 6.1 - Inter-media Decisions: Implications for Agency Structure
  9. Part II - Planning: Craft Skills
    1. Chapter 7 - A Revolutionary Challenge to Conventional Wisdom
      1. 7.1 - What Can Pre-testing Do?
    2. Chapter 8 - Four of the Wisest Principles You Will Ever Read
      1. 8.1 - Practical Progress from a Theory of Advertisements
    3. Chapter 9 - JWT’s Debt to Stephen King
      1. 9.1 - In Pursuit of an Intense Response
      2. 9.2 - Advertising Idea
      3. 9.3 - JWT Engagement Planning in China: The Art of Idea Management
    4. Chapter 10 - Short-Term Effects may be Easier to Measure but Long-Term Effects ...
      1. 10.1 - Setting Advertising Budgets for Lasting Effects
  10. Part III - Market Research
    1. Chapter 11 - A Theory that Built a Company
      1. 11.1 - Can Research Evaluate the Creative Content of Advertising?
    2. Chapter 12 - The Great Bridge Builder: Searching for Order out of Chaos
      1. 12.1 - Advertising Research for New Brands
    3. Chapter 13 - You Can’t Make Sense of Facts until you’ve Had an Idea
      1. 13.1 - Applying Research to Decision Making
    4. Chapter 14 - Measuring Public Opinion in an Individualistic World
      1. 14.1 - Conflicts in Democracy: The Need for More Opinion Research
    5. Chapter 15 - The Perfect Role Model for Researchers Today
      1. 15.1 - Tomorrow’s Research
  11. Part IV - Marketing – General
    1. Chapter 16 - Old Brands Never Die. They Just get Sold for a Huge Profit
      1. 16.1 - What Makes New Brands Succeed?
    2. Chapter 17 - The Retail Revolution gets Underway
      1. 17.1 - What’s New about the New Advertisers?
    3. Chapter 18 - A Robust Defence of What Brand Advertising is For
      1. 18.1 - New Brands: Barriers to Entry?
    4. Chapter 19 - The Train to Strawberry Hill
      1. 19.1 - Has Marketing Failed, or was it Never Really Tried?
    5. Chapter 20 - A Challenge to Change Behaviour
      1. 20.1 - Brand Building in the 1990s
  12. Resumé of Stephen King’s Life
  13. Index