Gimme! The Human Nature of Successful Marketing

Overview

For too long, marketers have ignored the basics of how human beingsare wired and how they work emotionally. And as a result, theeffectiveness of their marketing and advertising suffers. Marketerswho understand the emotional triggers and genetic characteristicsof their consumers are better able to persuade and convince themwith their marketing programs. Gimme! explores these evolutionarytraits in ways marketers can easily understand, so they can betterleverage these primary human...

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Overview

For too long, marketers have ignored the basics of how human beingsare wired and how they work emotionally. And as a result, theeffectiveness of their marketing and advertising suffers. Marketerswho understand the emotional triggers and genetic characteristicsof their consumers are better able to persuade and convince themwith their marketing programs. Gimme! explores these evolutionarytraits in ways marketers can easily understand, so they can betterleverage these primary human drivers of behavior for greatermarketing success.

In Gimme!, advertising research expert John Hallward explainshow the most effective advertising campaigns tap into theseevolutionary traits and emotions to move consumers to buy. As asenior leader at the international advertising research firm IpsosASI, Hallward knows more about how advertising and marketing reallywork than almost anyone else. Based on the thousands of surveys andclosely tracked advertising campaigns that Ipsos ASI has logged,this book reveals what really, truly works—and whatdoesn't.

Gimme! argues that our true nature is self-centered. We havedesires and we want them fulfilled. Great advertising pushes that"gimme" button, hitting on those self-centered desires that weoften sublimate. The rational part of the brain might want afuel-efficient car, but the self-centered, evolutionary part of thebrain wants a car that makes the neighbors envious. Quite often,the latter gets what it wants.

This book proves to marketers, advertisers, and brand managersthat consumers really are driven by geneticcharacteristics—even if they don't know it. Backed byunassailable evidence and reams of data, Gimme! not only revealsthe true human nature of consumers, but also the proven tactics,techniques, and arguments that best motivate the human animal tobuy.

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Editorial Reviews

From the Publisher
"…contains anecdotes with intriguing implications for those of us in research…an interesting book" (Research magazine, August 2007)
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Product Details

  • ISBN-13: 9780470100295
  • Publisher: Wiley
  • Publication date: 2/16/2007
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.46 (w) x 9.09 (h) x 1.00 (d)

Meet the Author

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

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Table of Contents

Acknowledgments.

About the Author, and Why "Gimme!"

Introduction.

PART I: TODAY'S MARKETING CHALLENGES AND THE EMOTI-SUASIONRESPONSE.

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.

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