Description
Book SynopsisIn 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.
Trade Review"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)
Table of ContentsIntroduction 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
Malcolm White
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
Rita Clifton
2.1 What is a Brand? (Stephen King) 27
3 The Price of Freedom is Eternal Vigilance 41
Rory Sutherland
3.1 Advertising: Art and Science (Stephen King) 45
4 The Market’s Evolved, Why Hasn’t Planning? 59
Merry Baskin
4.1 Strategic Development of Brands (Stephen King) 63
5 Learning and Improvement, Not Proof and Magic Solutions 69
William Eccleshare
5.1 Improving Advertising Decisions (Stephen King) 73
6 The Media Planner’s Revenge 87
Marco Rimini
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
Paul Feldwick
7.1 What Can Pre-testing Do? (Stephen King) 111
8 Four of the Wisest Principles You Will Ever Read 119
Simon Clemmow
8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123
9 JWT’s Debt to Stephen King 139
Guy Murphy
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
Tim Broadbent
10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163
Part III Market Research 173
11 A Theory that Built a Company 175
Mike Hall
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
Creenagh Lodge
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
Kevin McLean
13.1 Applying Research to Decision Making (Stephen King) 213
14 Measuring Public Opinion in an Individualistic World 227
Chris Forrest
14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231
15 The Perfect Role Model for Researchers Today 237
David Smith
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
Martin Deboo
16.1 What Makes New Brands Succeed? (Stephen King) 259
17 The Retail Revolution gets Underway 279
Andrew Seth
17.1 What’s New about the New Advertisers? (Stephen King) 283
18 A Robust Defence of what Brand Advertising is For 295
Stephen Carter
18.1 New Brands: Barriers to Entry? (Stephen King) 299
19 The Train to Strawberry Hill (1744) 307
Hugh Burkitt
19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311
20 A Challenge to Change Behaviour 327
Neil Cassie
20.1 Brand Building in the 1990s (Stephen King) 331
Resumé of Stephen King’s life 341
Index 345
