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Gimme! The Human Nature of Successful Marketing
ISBN-13:
9780470117408
Veröffentl:
2007
Einband:
E-Book
Seiten:
240
Autor:
John Hallward
eBook Typ:
PDF
eBook Format:
Reflowable E-Book
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
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.
Acknowledgments.About the Author, and Why "Gimme!"Introduction.PART I: TODAY'S MARKETING CHALLENGES AND THE EMOTI-SUASIONRESPONSE.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.