Gimme! The Human Nature of Successful MarketingJohn Wiley & Sons, 30. juuni 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. |
Other editions - View all
Common terms and phrases
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