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Gimme! The Human Nature of Successful Marketing By John Hallward

Gimme! The Human Nature of Successful Marketing

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In Gimme!, advertising research expert John Hallward explores the ways in which effective advertising taps into evolutionary biological traits to convince consumers to buy. An executive at the international advertising research firm Ipsos, author John Hallward knows more about how advertising and marketing really works than almost anyone else.

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Gimme! The Human Nature of Successful Marketing Summary


Gimme! The Human Nature of Successful Marketing by John Hallward

In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.

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"...contains anecdotes with intriguing implications for those of us in research...an interesting book" (Research magazine, August 2007)

About John Hallward


John Hallward started his career with Procter & Gamble and Johnson & Johnson. He then cofoundedthe Canadian firm of Tandemar Research Inc., a leader in tracking advertising campaigns for top advertisers. After Tandemar was acquired by Ipsos, he went on to become Director of Global Product Development for Ipsos ASI, where he is also a member of the board. Visit www.gimmebook.com

Table of Contents


Acknowledgments. About the Author, and Why "Gimme!" Introduction. PART I: TODAY'S MARKETING CHALLENGES AND THE EMOTI-SUASION RESPONSE. Chapter 1. Problems in (Marketing) Paradise. Chapter 2. Marketers' Response. Chapter 3. The Consequences of Our genetic Evolution. Chapter 4. Mechanics of the Brain. Chapter 5. Processing Our Senses. Chapter 6. Putting Memory to Work. Chapter 7. The Important Role of Emotions. Chapter 8. Beyond Emotions-to Attitudes. Chapter 9. Beyond Attitudes-to Motivation. Chapter 10. Gimme! Gimme!. Chapter 11. Emoti-Suasion. PART II: LESSONS LEARNED AND FOLLOWING OUR GENETIC WIRING. Chapter 12. Learning from Ipsos Consumer Research. Chapter 13. 35 Lessons Learned. Chapter 14. Closing Thoughts. Glossary. Bibliography. Index.

Additional information

GOR005899787
Gimme! The Human Nature of Successful Marketing by John Hallward
John Hallward
Used - Very Good
Hardback
John Wiley & Sons Inc
2007-02-05
240
047010029X
9780470100295
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.