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Gimme! The Human Nature of Successful Marketing
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  • Wiley

More About This Title 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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John Hallward started his career with Procter & Gamble and Johnson & Johnson. He then cofoundedthe Canadian firm of Tandemar Research Inc., a leader in tracking advertising campaigns for top advertisers. After Tandemar was acquired by Ipsos, he went on to become Director of Global Product Development for Ipsos ASI, where he is also a member of the board.
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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.

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"…contains anecdotes with intriguing implications for those of us in research…an interesting book" (Research magazine, August 2007) "Gimme! is a must-read for the marketing professional. Hallward brings together robust data, a deep understanding of consumer values, a knowledge of advertising, and great insights that make Gimme! an indispensable resource for marketing executives everywhere."
—Tracy Hampton, Senior Vice President, Research Services, Visa USA

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

"Gimme! is a fascinating book and compelling reading for anyone interested in any aspect of why we do what we do. The combination of real data, personal experience, and genetic evolutionary theory is unique in its ability to help us learn how to do better in the future."
—Kate Sirkin, Executive Vice President and Global Research Director, Starcom Media Group

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

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