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.
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.
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 Tandemarwas 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. Visit www.gimmebook.com
Inhaltsangabe
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.
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.
Rezensionen
"...contains anecdotes with intriguing implications for those of us in research...an interesting book" ( Research magazine , August 2007)
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