A master class in brand planning : the timeless works of Stephen King /
King, Stephen, 1931-2006
A master class in brand planning : the timeless works of Stephen King / edited by Judie Lannon, Merry Baskin. - xliii, 351 pages : illustrations ; 26 cm
A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners.
Includes bibliographical references and index.
Planning: Role and Structure -- Who Do You Think You Are? / The Anatomy of Account Planning / The Origins of Account Planning / How I Started Account Planning in Agencies / How Brands and the Skills of Branding have Flowered / What is a Brand? / The Price of Freedom is Eternal Vigilance / Advertising: Art and Science / The Market's Evolved, Why Hasn't Planning? / Strategic Development of Brands / Learning and Improvement, Not Proof and Magic Solutions / Improving Advertising Decisions / The Media Planner's Revenge / Inter-media Decisions: Implications for Agency Structure / Planning: Craft Skills -- A Revolutionary Challenge to ConventionalWisdom / What Can Pre-testing Do? / FourWisest Principles You Will Ever Read / Practical Progress from a Theory of Advertisements / JWT's Debt to Stephen King / In Pursuit of an Intense Response / Advertising Idea / JWT Engagement Planning in China: The Art of Idea Management / Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important / Setting Advertising Budgets for Lasting Effects / Market Research -- A Theory that Built a Company / Can Research Evaluate the Creative Content of Advertising? / The Great Bridge Builder: Searching for Order out of Chaos / Advertising Research for New Brands / You Can't Make Sense of Facts until you've Had an Idea / Applying Research to Decision Making / Measuring Public Opinion in an IndividualisticWorld / Conflicts in Democracy: The Need for More Opinion Research / The Perfect Role Model for Researchers Today / Tomorrow's Research / Marketing - General -- Old Brands Never Die. They Just get Sold for a Huge Profit / What Makes New Brands Succeed? / The Retail Revolution gets Underway / What's New about the New Advertisers? / A Robust Defence of what Brand Advertising is For / New Brands: Barriers to Entry? / The Train to Strawberry Hill / Has Marketing Failed, or was it Never Really Tried? / A Challenge to Change Behaviour / Brand Building in the 1990s / Malcolm White -- Stephen King -- John Treasure -- Stanley Pollitt -- Rita Clifton -- Stephen King -- Rory Sutherland -- Stephen King -- Merry Baskin -- Stephen King -- William Eccleshare -- Stephen King -- Marco Rimini -- Stephen King -- Paul Feldwick -- Stephen King -- Simon Clemmow -- Stephen King -- Guy Murphy -- Rosemarie Ryan and Ty Montague -- Stephen King - from JWT Toolkit -- Tom Doctoroff -- Tim Broadbent -- Stephen King -- Mike Hall -- Stephen King -- Creenagh Lodge -- Stephen King -- Kevin McLean -- Stephen King -- Chris Forrest -- Stephen King -- David Smith -- Stephen King -- Martin Deboo -- Stephen King -- Andrew Seth -- Stephen King -- Stephen Carter -- Stephen King -- Hugh Burkitt -- Stephen King -- Neil Cassie -- Stephen King. Part I. 1. 1.1. 1.2. 1.3. 2. 2.1. 3. 3.1. 4. 4.1. 5. 5.1. 6. 6.1. Part II. 7. 7.1. 8. 8.1. 9. 9.1. 9.2. 9.3. 10. 10.1. Part III. 11. 11.1. 12. 12.1. 13. 13.1. 14. 14.1. 15. 15.1. Part IV. 16. 16.1. 17. 17.1. 18. 18.1. 19. 19.1. 20. 20.1.
"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."--Publisher's website.
0470517913 9780470517918
2007035534
Branding (Marketing)--Management
New products
Brand name products.
Advertising--Management.
Marketing research.
HF5415.1255 / .K56 2007
658.827
A master class in brand planning : the timeless works of Stephen King / edited by Judie Lannon, Merry Baskin. - xliii, 351 pages : illustrations ; 26 cm
A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners.
Includes bibliographical references and index.
Planning: Role and Structure -- Who Do You Think You Are? / The Anatomy of Account Planning / The Origins of Account Planning / How I Started Account Planning in Agencies / How Brands and the Skills of Branding have Flowered / What is a Brand? / The Price of Freedom is Eternal Vigilance / Advertising: Art and Science / The Market's Evolved, Why Hasn't Planning? / Strategic Development of Brands / Learning and Improvement, Not Proof and Magic Solutions / Improving Advertising Decisions / The Media Planner's Revenge / Inter-media Decisions: Implications for Agency Structure / Planning: Craft Skills -- A Revolutionary Challenge to ConventionalWisdom / What Can Pre-testing Do? / FourWisest Principles You Will Ever Read / Practical Progress from a Theory of Advertisements / JWT's Debt to Stephen King / In Pursuit of an Intense Response / Advertising Idea / JWT Engagement Planning in China: The Art of Idea Management / Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important / Setting Advertising Budgets for Lasting Effects / Market Research -- A Theory that Built a Company / Can Research Evaluate the Creative Content of Advertising? / The Great Bridge Builder: Searching for Order out of Chaos / Advertising Research for New Brands / You Can't Make Sense of Facts until you've Had an Idea / Applying Research to Decision Making / Measuring Public Opinion in an IndividualisticWorld / Conflicts in Democracy: The Need for More Opinion Research / The Perfect Role Model for Researchers Today / Tomorrow's Research / Marketing - General -- Old Brands Never Die. They Just get Sold for a Huge Profit / What Makes New Brands Succeed? / The Retail Revolution gets Underway / What's New about the New Advertisers? / A Robust Defence of what Brand Advertising is For / New Brands: Barriers to Entry? / The Train to Strawberry Hill / Has Marketing Failed, or was it Never Really Tried? / A Challenge to Change Behaviour / Brand Building in the 1990s / Malcolm White -- Stephen King -- John Treasure -- Stanley Pollitt -- Rita Clifton -- Stephen King -- Rory Sutherland -- Stephen King -- Merry Baskin -- Stephen King -- William Eccleshare -- Stephen King -- Marco Rimini -- Stephen King -- Paul Feldwick -- Stephen King -- Simon Clemmow -- Stephen King -- Guy Murphy -- Rosemarie Ryan and Ty Montague -- Stephen King - from JWT Toolkit -- Tom Doctoroff -- Tim Broadbent -- Stephen King -- Mike Hall -- Stephen King -- Creenagh Lodge -- Stephen King -- Kevin McLean -- Stephen King -- Chris Forrest -- Stephen King -- David Smith -- Stephen King -- Martin Deboo -- Stephen King -- Andrew Seth -- Stephen King -- Stephen Carter -- Stephen King -- Hugh Burkitt -- Stephen King -- Neil Cassie -- Stephen King. Part I. 1. 1.1. 1.2. 1.3. 2. 2.1. 3. 3.1. 4. 4.1. 5. 5.1. 6. 6.1. Part II. 7. 7.1. 8. 8.1. 9. 9.1. 9.2. 9.3. 10. 10.1. Part III. 11. 11.1. 12. 12.1. 13. 13.1. 14. 14.1. 15. 15.1. Part IV. 16. 16.1. 17. 17.1. 18. 18.1. 19. 19.1. 20. 20.1.
"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."--Publisher's website.
0470517913 9780470517918
2007035534
Branding (Marketing)--Management
New products
Brand name products.
Advertising--Management.
Marketing research.
HF5415.1255 / .K56 2007
658.827