GIMME!:The Human Nature of Successful Marketing

For too long, marketers have ignored the basics of how human beings are genetically wired, and how their emotions drive their decisions to buy one brand instead of another. As a result, most companies’ advertising and marketing campaigns are not as effective as they could be.

The fact is that our true nature is self-centered. We have desires and we want them fulfilled. The rational part of the brain might want a fuel-efficient car, but the self-centered, emotional part of the brain wants a car that makes the neighbors feel envious. Great advertising pushes that “gimme” button.

In Gimme!, advertising research expert John Hallward explains how to tap into the evolutionary traits and emotions of consumers to create more persuasive marketing programs.

Hallward is Director of Global Product Development for Ipsos ASI, an international advertising research firm. He began his career with Procter & Gamble and Johnson & Johnson. Later, he co-founded Tandemar Research Inc., a leader in tracking advertising campaigns that was later acquired by Ipsos.

Based on leading-edge consumer insights from thousands of surveys and closely tracked advertising campaigns that Ipsos has logged, Gimme! reveals what really, truly works, as well as what doesn’t work, so that you can improve the success of all of your marketing efforts.