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A Master Class in Brand Planning: The Timeless Works of Stephen King
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Item specifics
- Condition
- ISBN
- 9780470517918
- Item Length
- 9.8in
- Publisher
- Wiley & Sons, Incorporated, John
- Publication Year
- 2007
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 1.2in
- Genre
- Business & Economics
- Topic
- Marketing / General, Sales & Selling / General
- Item Width
- 7in
- Item Weight
- 29.1 Oz
- Number of Pages
- 400 Pages
About this product
Product Information
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. Hamish Pringle, Director General, IPA Martin 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. There 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. John Philip Jones, Professor, S.I. Newhouse School of Public Communications, Syracuse University, New York, USA King s relentless thirst to understand, rigour of questioning and breadth of learning remain an inspiration. A profoundly rewarding, and rather humbling read. Adam Morgan, author of Eat the Big Fish , and The Pirate Inside In 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. Tim Ambler, MA (Oxford) SM (MIT), Senior Fellow, Marketing, LBS Stephen 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 King 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. Jon Steel, Planning Director, WPP
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470517913
ISBN-13
9780470517918
eBay Product ID (ePID)
61186126
Product Key Features
Format
Hardcover
Language
English
Topic
Marketing / General, Sales & Selling / General
Publication Year
2007
Type
Textbook
Genre
Business & Economics
Number of Pages
400 Pages
Dimensions
Item Length
9.8in
Item Height
1.2in
Item Width
7in
Item Weight
29.1 Oz
Additional Product Features
Lc Classification Number
Hf5415.123
Reviews
"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) "Reading the book is terribly easy as well as informative. Stephen King was a model of brevity and clarity..." ( Mike Imms , 29th January 2008), "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)
Publication Name
Master Class in Brand Planning : the Timeless Works of Stephen King
Table of Content
Introduction 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
Copyright Date
2007
Lccn
2007-035534
Dewey Decimal
658.8/27
Intended Audience
Scholarly & Professional
Dewey Edition
22
Illustrated
Yes
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eBay item number:134983948433
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