{"product_id":"a-master-class-in-brand-planning-isbn-9780470517918","title":"A Master Class in Brand Planning","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.  \u003cp\u003eThe 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. \u003c\/p\u003e \u003cp\u003eThe book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAbout the Book: How it Happened xv\u003c\/p\u003e \u003cp\u003eAcknowledgements xvii\u003c\/p\u003e \u003cp\u003eAbout the Contributors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Planning: Role and Structure 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Who Do You Think You Are? 3\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMalcolm White\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1 The Anatomy of Account Planning (Stephen King) 7\u003c\/p\u003e \u003cp\u003e1.2 The Origins of Account Planning (John Treasure) 13\u003c\/p\u003e \u003cp\u003e1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 How Brands and the Skills of Branding have Flowered 23\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRita Clifton\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1 What is a Brand? (Stephen King) 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Price of Freedom is Eternal Vigilance 41\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRory Sutherland\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1 Advertising: Art and Science (Stephen King) 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Market’s Evolved, Why Hasn’t Planning? 59\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMerry Baskin\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1 Strategic Development of Brands (Stephen King) 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Learning and Improvement, Not Proof and Magic Solutions 69\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eWilliam Eccleshare\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1 Improving Advertising Decisions (Stephen King) 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Media Planner’s Revenge 87\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMarco Rimini\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Planning: Craft Skills 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 A Revolutionary Challenge to Conventional Wisdom 107\u003cbr\u003e \u003c\/b\u003e\u003ci\u003ePaul Feldwick\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1 What Can Pre-testing Do? (Stephen King) 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Four of the Wisest Principles You Will Ever Read 119\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eSimon Clemmow\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 JWT’s Debt to Stephen King 139\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGuy Murphy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141\u003c\/p\u003e \u003cp\u003e9.2 Advertising Idea (Stephen King – from JWT Toolkit) 145\u003c\/p\u003e \u003cp\u003e9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTim Broadbent\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Market Research 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 A Theory that Built a Company 175\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMike Hall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Great Bridge Builder: Searching for Order out of Chaos 195\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCreenagh Lodge\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1 Advertising Research for New Brands (Stephen King) 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 You Can’t Make Sense of Facts until you’ve Had an Idea 209\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McLean\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13.1 Applying Research to Decision Making (Stephen King) 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Measuring Public Opinion in an Individualistic World 227\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eChris Forrest\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 The Perfect Role Model for Researchers Today 237\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eDavid Smith\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15.1 Tomorrow’s Research (Stephen King) 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Marketing – General 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Old Brands Never Die. They Just get Sold for a Huge Profit 255\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMartin Deboo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16.1 What Makes New Brands Succeed? (Stephen King) 259\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 The Retail Revolution gets Underway 279\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAndrew Seth\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17.1 What’s New about the New Advertisers? (Stephen King) 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 A Robust Defence of what Brand Advertising is For 295\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eStephen Carter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18.1 New Brands: Barriers to Entry? (Stephen King) 299\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 The Train to Strawberry Hill (1744) 307\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eHugh Burkitt\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 A Challenge to Change Behaviour 327\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eNeil Cassie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20.1 Brand Building in the 1990s (Stephen King) 331\u003c\/p\u003e \u003cp\u003eResumé of Stephen King’s life 341\u003c\/p\u003e \u003cp\u003eIndex 345\u003c\/p\u003e  \"Every planner needs this book - and the brave ones will give it to their clients, too.\"  (\u003ci\u003eAdmap\u003c\/i\u003e, November 2007)  \u003cp\u003e\"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.\"  (\u003ci\u003eRetail \u0026amp; Leisure International\u003c\/i\u003e, December 2007)\u003c\/p\u003e \u003cp\u003e\"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout.\"  (\u003ci\u003eMarket Leader\u003c\/i\u003e, Winter 2007)\u003c\/p\u003e  \u003cb\u003eStephen King\u003c\/b\u003e was a genuinely original thinker. He began his career in JWT (J. Walter Thompson) in London in 1959, retired from the agency in 1988 and spent the next 4 yeas at WPP. In addition, he spent 7 years as a director of the Henley Centre and was a Visiting Professor of Marketing at the Cranfield School of Management. During his career, he pioneered an entirely new organizational structure to support his ideas and philosophy – the importance of function called account planning and role of the account planner in creating advertising. It was a structure that was copied by agencies around the world. Stephen died in February 2006, leaving a legacy of articles and books about marketing, advertising, research and brand communications written over a thirty year period, which have influenced advertising people around the world. He is remembered as a leading intellectual figure in the world of communications strategy.  \u003cp\u003e\u003cb\u003eJudie Lannon\u003c\/b\u003e isa Marketing Communications and Research Consultant. The major part of her career was with JWT London where she was Research and Planning Director for JWT Europe before leaving to set up her own consultancy. In addition to working with clients on branding projects, she is editor of Market Leader, the journal of the Marketing Society and on editorial board of the International Journal of Advertising\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMerry Baskin\u003c\/b\u003e, after several years as one of the industry’s top planning directors (including running the UK’s largest planning department at JWT and America’s coolest at Chiat\/Day New York), founded her own strategic planning consultancy, \u003ci\u003eBaskin Shark\u003c\/i\u003e (where brands move forward or die!) in 2000. She also works with the APG and American Association of Advertising Agencies providing training for the advertising and marketing industry, and account planers in particular. She remains one of the leading lights behind the renaissance and expansion of the Account Planning Group (APG) both in the UK and overseas (UK Chairman 1998-2000).\u003c\/p\u003e  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 valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.  \u003cp\u003eAlthough the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today’s more complex media environment. \u003c\/p\u003e \u003cp\u003eThe book serves as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.\u003c\/p\u003e  ‘What is a Brand?’ by Stephen King was one of the most influential pieces of work ever and has had a lasting influence on the way in which I think about brands. A few years ago I had the extraordinary experience of re-visiting the video of it made by Stephen and Jeremy Bullmore and the stunning thing was how prescient they had been some thirty years previously. Indeed, the only thing they had not foreseen was the internet – everything else they got right. —\u003cb\u003eHamish Pringle, Director General, IPA\u003c\/b\u003e  \u003cp\u003eMartin Mayer, the well-known investigative journalist, has described the present-day American advertising business more accurately than any other writer. He did this in his book Whatever Happened to Madison Avenue? Advertising in the ‘90s. I quote from page 191: “Thompson in London had become what Ogilvy was the first to call ‘a teaching hospital,’ where the researcher Stephen King developed philosophies of branding that were carried to America by John Philip Jones and Timothy Joyce.”\u003c\/p\u003e \u003cp\u003eThere is very little doubt today that branding is at the top of most marketing professionals’ minds in the United States. But “top of mind” is not quite the same as “in the bloodstream.” Packaged goods advertisers in the United States are currently forced to spend three timesas much money below the line on price cutting, as above the line on brand-building media advertising. It is to be hoped that the book of Stephen’s papers will inject a powerful serum into the bloodstream of American marketers, to help them develop a strategic response to the power of the retail trade which is at the moment debilitating and even emasculating many American brands. \u003cb\u003e—John Philip Jones, Professor, S.I. Newhouse School of Public Communications, Syracuse University, New York, USA\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKing’s relentless thirst to understand, rigour of questioning and breadth of learning remain an inspiration. A profoundly rewarding, and rather humbling read. —\u003cb\u003eAdam Morgan, author of \u003ci\u003eEat the Big Fish\u003c\/i\u003e, and \u003ci\u003eThe Pirate Inside\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn a world of greasers and drama queens, Stephen King was the still small voice of reason. Ever polite and ever intelligent, his analysis provided real insights. We all learned from him and this book should enable many more to do so. —\u003cb\u003eTim Ambler,\u003c\/b\u003e \u003cb\u003eMA (Oxford) SM (MIT), Senior Fellow, Marketing, LBS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStephen was a great interpreter of research and a great judge of when to use specific methodologies whether they were qualitative or quantitative. He was comfortable with both. He was and remains a very great inspiration to market researchers in companies and in research  and ad agencies.  Dr Liz Nelson OBE\u003c\/p\u003e \u003cp\u003eKing writes of our industry, at its best, representing “Creative imagination subjected to critical control.” He could have been describing his own mind and approach, which have inspired generations of brand managers and planners and remain deeply relevant today. This book should be required reading for everyone entering the business, and serve as a reminder to the rest of us that however high we think we have set our standards, they are probably not high enough. —\u003cb\u003eJon Steel, Planning Director, WPP\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988638253285,"sku":"NP9780470517918","price":68.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470517918.jpg?v=1761781072","url":"https:\/\/k12savings.com\/es\/products\/a-master-class-in-brand-planning-isbn-9780470517918","provider":"K12savings","version":"1.0","type":"link"}