A Master Class in Brand Planning The Timeless Works of Stephen King 1st Edition by Judie Lannon, Merry Baskin ISBN 0470517913 9780470517918

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ISBN 10: 0470517913
ISBN 13: 9780470517918
Author: Judie Lannon, Merry Baskin

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.

A Master Class in Brand Planning The Timeless Works of Stephen King 1st Table of contents:

Part I – Planning: The Role and Structure

Chapter 1: Who Do You Think You Are?

• 1.1 The Anatomy of Account Planning
• 1.2 The Origins of Account Planning
• 1.3 How I Introduced Account Planning in Agencies

Chapter 2: The Evolution of Brands and the Skills of Branding

• 2.1 What is a Brand?

Chapter 3: The Price of Freedom Is Eternal Vigilance

• 3.1 Advertising: The Art and Science

Chapter 4: The Market Has Evolved—Why Hasn’t Planning?

• 4.1 Strategic Development of Brands

Chapter 5: Learning and Improvement, Not Proof and Magic Solutions

• 5.1 Enhancing Advertising Decisions

Chapter 6: The Media Planner’s Revenge

• 6.1 Inter-Media Decisions: Implications for Agency Structure

Part II – Planning: Crafting the Skills

Chapter 7: A Revolutionary Challenge to Conventional Wisdom

• 7.1 What Can Pre-testing Achieve?

Chapter 8: Four of the Wisest Principles You Will Ever Read

• 8.1 Translating Theory into Practical Progress in Advertising

Chapter 9: JWT’s Debt to Stephen King

• 9.1 In Pursuit of an Intense Response
• 9.2 The Advertising Idea
• 9.3 JWT Engagement Planning in China: The Art of Idea Management

Chapter 10: Short-Term Effects Are Easier to Measure, But Long-Term Effects Are More Valuable

• 10.1 Setting Advertising Budgets for Lasting Impact

Part III – Market Research

Chapter 11: A Theory That Built…

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