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

Introduction     xi
About the Book: How it Happened     xv
Acknowledgements     xvii
About the Contributors     xix
Planning: Role and Structure     1
Who Do You Think You Are?   Malcolm White     3
The Anatomy of Account Planning   Stephen King     7
The Origins of Account Planning   John Treasure     13
How I Started Account Planning in Agencies   Stanley Pollitt     19
How Brands and the Skills of Branding have Flowered   Rita Clifton     23
What is a Brand?   Stephen King     27
The Price of Freedom is Eternal Vigilance   Rory Sutherland     41
Advertising: Art and Science   Stephen King     45
The Market's Evolved, Why Hasn't Planning?   Merry Baskin     59
Strategic Development of Brands   Stephen King     63
Learning and Improvement, Not Proof and Magic Solutions   William Eccleshare     69
Improving Advertising Decisions   Stephen King     73
The Media Planner's Revenge   Marco Rimini     87
Inter-media Decisions: Implications for Agency Structure   Stephen King     91
Planning: Craft Skills     105
A Revolutionary Challenge to Conventional Wisdom   Paul Feldwick     107
What Can Pre-testing Do?   Stephen King     111
Four of the Wisest Principles You Will Ever Read   Simon Clemmow     119
Practical Progress from a Theory of Advertisements   Stephen King     123
JWT's Debt to Stephen King   Guy Murphy     139
In Pursuit of an Intense Response   Rosemarie Ryan   Ty Montague     141
Advertising Idea   Stephen King     145
JWT Engagement Planning in China: The Art of Idea Management   Tom Doctoroff     153
Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important   Tim Broadbent     159
Setting Advertising Budgets for Lasting Effects   Stephen King     163
Market Research     173
A Theory that Built a Company   Mike Hall     175
Can Research Evaluate the Creative Content of Advertising?   Stephen King     179
The Great Bridge Builder: Searching for Order out of Chaos   Creenagh Lodge     195
Advertising
Research for New Brands   Stephen King     199
You Can't Make Sense of Facts until you've Had an Idea   Kevin McLean     209
Applying Research to Decision Making   Stephen King     213
Measuring Public Opinion in an Individualistic World   Chris Forrest     227
Conflicts in Democracy: The Need for More Opinion Research   Stephen King     231
The Perfect Role Model for Researchers Today   David Smith     237
Tomorrow's Research   Stephen King     241
Marketing - General     253
Old Brands Never Die. They Just get Sold for a Huge Profit   Martin Deboo     255
What Makes New Brands Succeed?   Stephen King     259
The Retail Revolution gets Underway   Andrew Seth     279
What's New about the New Advertisers?   Stephen King     283
A Robust Defence of what Brand Advertising is For   Stephen Carter     295
New Brands: Barriers to Entry?   Stephen King     299
The Train to Strawberry Hill (1744)   Hugh Burkitt     307
Has Marketing Failed, or was it Never Really Tried?   Stephen King     311
A Challenge to Change Behaviour   Neil Cassie     327
Brand Building in the 1990s   Stephen King     331
Resume of Stephen King's life     341
Index     345