Gimme! The Human Nature of Successful Marketing
John Wiley & Sons, 11. mai 2007 - 240 pages
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
ad recall advertising appealing attitudes behavior beliefs beneﬁt better brain brand choice brand equity brand management brand X build campaigns cerebral cortex characteristics cognitive dissonance cognitive style concept consider consumers create creative decision deﬁned deﬁnition desensitize drive effective efﬁcient elements emoti-suasion Emoti*Scape emotional associations emotional drivers emotional gimmes emotional needs emotional payoffs emotional response evaluate evolutionary example familiar feelings ﬁnd ﬁrst ﬁve senses genes genetic evolution habits humans icons important in-market inﬂuence intelligent design learned leverage limbic system market research McDonald’s media exposure media plan memory motivation neurons Next*TV numbers pattern percent personal associations persuasive Pretests product performance purchase intent purchase interest rational recall recency planning recognize reﬂects relevant retailers satiate score self-perceptions selﬁsh selling share of voice smell social Social Proof speciﬁc Starbucks Stella Artois stimuli subconscious success sumers target taste television Tracking database trigger TRPs unique versus