Gimme! The Human Nature of Successful Marketing

For too long, marketers have ignored the basics of how human beings are wired and how they work emotionally. And as a result, the effectiveness of their marketing and advertising suffers. Marketers who understand the emotional triggers and genetic characteristics of their consumers are better able to persuade and convince them with their marketing programs. Gimme! explores these evolutionary traits in ways marketers can easily understand, so they can better leverage these primary human drivers of behavior for greater marketing success. In Gimme!, advertising research expert John Hallward explains how the most effective advertising campaigns tap into these evolutionary traits and emotions to move consumers to buy. As a senior leader at the international advertising research firm Ipsos ASI, Hallward knows more about how advertising and marketing really work than almost anyone else. Based on the thousands of surveys and closely tracked advertising campaigns that Ipsos ASI has logged, this book reveals what really, truly works—and what doesn t. Gimme! argues that our true nature is self centered. We have desires and we want them fulfilled. Great advertising pushes that "gimme" button, hitting on those self centered desires that we often sublimate. The rational part of the brain might want a fuel efficient car, but the self centered, evolutionary part of the brain wants a car that makes the neighbors envious. Quite often, the latter gets what it wants. This book proves to marketers, advertisers, and brand managers that consumers really are driven by genetic characteristics—even if they don t know it. Backed by unassailable evidence and reams of data, Gimme! not only reveals the true human nature of consumers, but also the proven tactics, techniques, and arguments that best motivate the human animal to buy.