Gimme! The Human Nature of Successful Marketing

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9780470100295: Gimme! The Human Nature of Successful Marketing
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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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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.

From the Back Cover:

Praise for Gimme!

"Gimme! is a must-read for the marketing professional. Hallwardbrings together robust data, a deep understanding of consumervalues, a knowledge of advertising, and great insights that makeGimme! an indispensable resource for marketing executiveseverywhere."
—Tracy Hampton, Senior Vice President, Research Services, VisaUSA

"Gimme! is a fun and very practical read. It shares over twentyyears of Hallward's research experience, studying, and reading. Youwon't agree with it all, but you will find it all thoughtful andthought provoking. What more can you ask from a book?"
—Bob Barocci, President and CEO, The Advertising ResearchFoundation

"Gimme! is a fascinating book and compelling reading for anyoneinterested in any aspect of why we do what we do. The combinationof real data, personal experience, and genetic evolutionary theoryis unique in its ability to help us learn how to do better in thefuture."
—Kate Sirkin, Executive Vice President and Global ResearchDirector, Starcom Media Group

"Gimme! is a breakthrough collection of research showing howmarketing follows our evolutionary features, and how marketers canbetter leverage human nature. In simple and evocative language,backed by solid data and decades of experience, Hallward explainshow you can apply the insights of human nature to makemarketing—and advertising— work better. Muchbetter."
—Didier Truchot, Co-Chairman, Ipsos

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