| Description |
xx, 216 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 209-210) and index. |
| Contents |
Ch. 1. Problems in (marketing) paradise -- Ch. 2. Marketers' response -- Ch. 3. The consequences of our genetic evolution -- Ch. 4. Mechanics of the brain -- Ch. 5. Processing our senses -- Ch. 6. Putting memory to work -- Ch. 7. The important role of emotions -- Ch. 8. Beyond emotions - to attitudes -- Ch. 9. Beyond attitudes - to motivation -- Ch. 10. Gimme! Gimme! -- Ch. 11. Emoti-suasion -- Ch. 12. Learning from Ipsos consumer research -- Ch. 13. 35 lessons learned -- Ch. 14. Closing thoughts. |
| Summary |
"In Gimme!, advertising research expert John Hallward explains how the most effective advertising campaigns tap into evolutionary traits and emotions to move consumers to buy. As a senior leader at the international advertising research firm Ipsos ASI, Hallward knows more about how advertising and marketing really work than almost anyone else. Based on the thousands of surveys and closely tracked advertising campaigns that Ipsos ASI has logged, this book reveals what really, truly works - and what doesn't." "This book proves to marketers, advertisers, and brand managers that consumers really are driven by genetic characteristics - even if they don't know it. Backed by unassailable evidence and reams of data, Gimme! not only reveals the true human nature of consumers, but also the proven tactics, techniques, and arguments that best motivate the human animal to buy."--BOOK JACKET. |
| Subject |
Advertising -- Brand name products.
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Branding (Marketing)
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Human behavior.
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| Added Title |
Human nature of successful marketing |
| ISBN |
047010029X cloth alkaline paper |
|
9780470100295 cloth alkaline paper |
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