永恒的篇章
2008-1
Lannon, Judie (EDT)/ Baskin, Merry (EDT)
350
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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.
Introduction. About the Book: How it Happened. Acknowledgements. About the Contributors. PART I: PLANNING: ROLE AND STRUCTURE. 1 Who Do You Think You Are? (Malcolm White). 1.1 The Anatomy of Account Planning (Stephen King). 1.2 The Origins of Account Planning (John Treasure). 1.3 How I Started Account Planning in Agencies (Stanley Pollitt). 2 How Brands and the Skills of Branding have Flowered (Rita Clifton). 2.1 What is a Brand? (Stephen King). 3 The Price of Freedom is Eternal Vigilance (Rory Sutherland). 3.1 Advertising: Art and Science (Stephen King). 4 The Market’s Evolved, Why Hasn’t Planning? (Merry Baskin). 4.1 Strategic Development of Brands (Stephen King). 5 Learning and Improvement, Not Proof and Magic Solutions (William Eccleshare). 5.1 Improving Advertising Decisions (Stephen King). 6 The Media Planner’s Revenge (Marco Rimini). 6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King). PART II: PLANNING: CRAFT SKILLS. 7 A Revolutionary Challenge to ConventionalWisdom (Paul Feldwick). 7.1 What Can Pre-testing Do? (Stephen King). 8 FourWisest Principles You Will Ever Read (Simon Clemmow). 8.1 Practical Progress from a Theory of Advertisements (Stephen King). 9 JWT’s Debt to Stephen King (Guy Murphy). 9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague). 9.2 Advertising Idea (Stephen King – from JWT Toolkit). 9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff). 10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important (Tim Broadbent). 10.1 Setting Advertising Budgets for Lasting Effects (Stephen King).PART III: MARKET RESEARCH. 11 A Theory that Built a Company (Mike Hall). 11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King). 12 The Great Bridge Builder: Searching for Order out of Chaos (Creenagh Lodge). 12.1 Advertising Research for New Brands (Stephen King). 13 You Can’t Make Sense of Facts until you’ve Had an Idea (Kevin McLean). 13.1 Applying Research to Decision Making (Stephen King). 14 Measuring Public Opinion in an IndividualisticWorld (Chris Forrest). 14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King). 15 The Perfect Role Model for Researchers Today (David Smith). 15.1 Tomorrow’s Research (Stephen King). PART IV: MARKETING – GENERAL. 16 Old Brands Never Die. They Just get Sold for a Huge Profit (Martin Deboo). 16.1 What Makes New Brands Succeed? (Stephen King). 17 The Retail Revolution gets Underway (Andrew Seth). 17.1 What’s New about the New Advertisers? (Stephen King). 18 A Robust Defence of what Brand Advertising is For (Stephen Carter). 18.1 New Brands: Barriers to Entry? (Stephen King). 19 The Train to Strawberry Hill (Hugh Burkitt). 19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King). 20 A Challenge to Change Behaviour (Neil Cassie). 20.1 Brand Building in the 1990s (Stephen King). Resumé of Stephen King’s life. Index.
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