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|  | |  | | | Gimme! The Human Nature of Successful Marketing | | | | | SKU:
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Usually ships in 1 business days | | Only 4 left in stock, order soon! | | | | | | 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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| | Product Details | | Author: | John Hallward | | Hardcover: | 240 pages | | Publisher: | Wiley | | Publication Date: | February 16, 2007 | | Language: | English | | ISBN: | 047010029X | | Product Length: | 9.2 inches | | Product Width: | 6.36 inches | | Product Height: | 1.03 inches | | Product Weight: | 0.89 pounds | | Package Length: | 9.13 inches | | Package Width: | 5.98 inches | | Package Height: | 1.02 inches | | Package Weight: | 0.93 pounds | | Average Customer Rating: |  based on 1 reviews |
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| | Customer Reviews | Average Customer Review: ( 1 customer reviews )
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0 of 1 found the following review helpful:
Insight to customer choice drivers ... how to respond with creative Jun 19, 2008
By Tim Dire
"Chelsea Shedboy"
My reading `Gimme! The Human Nature of Successful Marketing' was triggered by my visiting the [...] website. I was planning for a job interview at IPSOS, and was doing my pre-interview homework to learn more about the company, its business and its values. While I never made it through the HR screening interview, I'm delighted I read John Hallward's book.
My background and skills are very much in the analytical and strategic realm, but within advertising I've worked most heavily in media planning. My knowledge of creative, and what makes good creative, has been a gap.
Until recently I worked for a QSR (quick service restaurant) chain. There I had identified the demographics of the core customer, but with the product being very much part of the customer's meal repertoire I was always keen to understand more about what drove our product's selection for any particular occasion ... and then across all occasions. John Hallward correctly goes beyond the desire to track brand awareness to preach the need to understand why the customer buys. This is refreshing. It is interesting to see some evidence that where choices are similar, as they are in any repertoire, that advertising becomes a more important brand discriminator.
Having struggled with advertising's impact on the brand as a whole, as opposed to pushing a particular product or service, I particularly appreciated the discussion of the IPSOS `EmotiScape' model. The book continues to stress other advertising features to drive the brand, in particular for advertising to be evolutionary rather than revolutionary. There has to be both a consistency and a freshness. Hallward illustrates his text both with specific examples and charts representing aggregate data collected at IPSOS.
I strongly recommend `Gimme! The Human Nature of Successful Marketing' to anyone who wants to better understand what drives a consumer's purchase choice, and to improve messaging. As Hallward stresses, creative is king. His insights on media planning are spot on too.
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