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  • Format: PDF


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.…mehr

Produktbeschreibung
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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  • Produktdetails
  • Verlag: John Wiley & Sons
  • Seitenzahl: 240
  • Erscheinungstermin: 24.09.2007
  • Englisch
  • ISBN-13: 9780470117408
  • Artikelnr.: 37290854
Autorenporträt
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
Inhaltsangabe
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.