Ipsos Publications
Gimme! The Human Nature of Successful Marketing
by John Hallward
Here is the deal, Gimme! is about how to make more effective marketing, better branded campaigns, and stronger communications strategies. It shows you what works, and why.
In short, I believe we can apply the insights of how humans are wired to making marketing work better, much better. Humans are the consequence of genetic evolution, whether through Intelligent Design, or through random gene mutations (survival of the fittest). Some manifestations of evolution found in all cultures include emotions, habits, memories, desires, moods, thinking, and motivations. We share these characteristics because these are the consequence of our genes. The better we can appreciate these characteristics, understand how we are genetically wired, and why we act the way we do, the better we can persuade others. This is the main theme of "Gimme!" and explains the book's title
"Gimme!" applies insights into how humans are wired to better
leverage the drivers of motivation. I share dozens of "lessons learned" from my experience in the advertising world, backed by the knowledge gleaned from the vast Ipsos databases of tested commercials, tracked campaigns, and equity studies. Gimme! explores some of our evolutionary traits and then shows how the Ipsos database confirms that advertising and brand marketing follow our evolutionary features. Here are some of the leanings which you will find in "Gimme!" to help make more efficient and persuasive marketing:
"I like to think that Gimme! is an easy to read, no-nonsense, content rich book about what I’ve learned in over 20 years of advertising research. It shares perspectives on how humans are genetically wired, and dips into the vast Ipsos databases for insights from thousands of tested adverts, campaigns, and brand equity studies." - John Hallward
About the Author
John is the Director of Global Product Development for Ipsos ASI, and supports the company's global Tracking, Brand Equity, and Emotional Measurement programs. He is also a Director of the Ipsos ASI Board.