Gimme! The Human Nature of Successful MarketingJohn Wiley & Sons, 30 jun 2007 - 240 páginas 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. |
Índice
Part I Todays Marketing Challenges and the EmotiSuasion Response | 1 |
Part II Lessons Learned and Following Our Genetic Wiring | 129 |
GLOSSARY | 207 |
BIBLIOGRAPHY | 209 |
| 211 | |
Otras ediciones - Ver todo
Gimme! The Human Nature of Successful Marketing John Hallward No hay ninguna vista previa disponible - 2007 |
Gimme! The Human Nature of Successful Marketing John Hallward No hay ninguna vista previa disponible - 2007 |
Términos y frases comunes
ad recall advertising appealing attitudes behavior beliefs benefit better brain brand choice brand equity brand management brand X build campaigns cerebral cortex characteristics cognitive dissonance cognitive style concept consider consumers copycat create creative decision desensitize detect drive effective elements emoti emoti-suasion Emoti*Scape emotional associations emotional drivers emotional gimmes emotional needs emotional payoffs emotional response evaluate evolutionary evolved example familiar feelings Freakonomics genes genetic evolution habits humans icons important intelligent design Ipsos databases Ipsos-ASI R&D data learned leverage limbic system market research McDonald's media exposure media plan motivation neurons Next*TV numbers pattern percent perhaps personal associations persuasive Pretests price brands product performance Purchase Intent purchase interest rational recall recency planning recognize relevant retailers satiate score selling share of voice shows smell social social proof Starbucks Stella Artois stimuli suasion subconscious success sumers target taste television Tracking database trigger TRPs unique versus