Gimme! The Human Nature of Successful Marketing

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.

Customer Reviews:

Insight to customer choice drivers ... how to respond with creative

By Tim Dire "Chelsea Shedboy" - June 19, 2008

My reading `Gimme! The Human Nature of Successful Marketing' was triggered by my visiting the [...] website. I was planning for a job interview at IPSOS, and was doing my pre-interview homework to learn more about the company, its business and its values. While I never made it through the HR screening interview, I'm delighted I read John Hallward's book.

My background and skills are very much in the analytical and strategic realm, but within advertising I've worked most heavily in media planning. My knowledge of creative, and what makes good creative, has been a gap.

Until recently I worked for a QSR (quick service restaurant) chain. There I had identified the demographics of the core customer, but with the product being very much part of the customer's meal repertoire I was always keen to understand more about what drove our product's selection for any particular occasion ... and then across all occasions. John Hallward correctly goes beyond the desire to... read more