Gimme! The Human Nature of Successful Marketing (PDF)
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Gimme! The Human Nature of Successful Marketing (PDF)“
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.
Autoren-Porträt von John Hallward
John Hallward started his career with Procter & Gambleand 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.
Visit www.gimmebook.com
Bibliographische Angaben
- Autor: John Hallward
- 2007, 1. Auflage, 240 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470117400
- ISBN-13: 9780470117408
- Erscheinungsdatum: 24.09.2007
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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