Company brands today are old and familiar. They are under attack from copycat brands, from price brands, from the powerful retailers, and from globalization. At the same time, advertising is fragmenting (and possibly decaying); consumers are becoming less loyal; and market researchers struggle to find the answers. The solution for brand managers is neither to cut costs nor to rely on promotional activity. The profitable solution is to innovate in a tangible way, to add something intangible, or both. Marketers and brand managers need to add unique emotional associations to brands; to enrich brands across the human senses; and to create effective advertising properties. This is where we need insights about how humans are wired, and how we can better leverage the drivers of motivation. In Gimme! John Hallward explores some of our human characteristics and then shows how Ipsos, one of the worlds leading consumer market research firms, has proven that marketing, advertising and branding indeed follow these traits. By recognizing and understanding the basic facts about human nature, advertisers can develop more effective marketing plans. Gimme! is relevant to anyone in marketing and those who are in the business of persuading others.
Book Details:
- Author: John Hallward
- ISBN: 9780470100295
- Year Published: 2007
- Pages: 240
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Company brands today are old and familiar. They are under attack from copycat brands, from price brands, from the powerful retailers, and from globalization. At the same time, advertising is fragmenting (and possibly decaying); consumers are becoming less loyal; and market researchers struggle to find the answers. The solution for brand managers is neither to cut costs nor to rely on promotional activity. The profitable solution is to innovate in a tangible way, to add something intangible, or both. Marketers and brand managers need to add unique emotional associations to brands; to enrich brands across the human senses; and to create effective advertising properties. This is where we need insights about how humans are wired, and how we can better leverage the drivers of motivation. In Gimme! John Hallward explores some of our human characteristics and then shows how Ipsos, one of the worlds leading consumer market research firms, has proven that marketing, advertising and branding indeed follow these traits. By recognizing and understanding the basic facts about human nature, advertisers can develop more effective marketing plans. Gimme! is relevant to anyone in marketing and those who are in the business of persuading others.
John Hallward’s access to the extensive Ipsos databases, along with his 20 plus years of advertising research expertise puts John in a unique objective position to explore the best practices of advertising. He will promote the book through the following: Marketing Department will Handle Book Promotion: The Ipsos Marketing Services Unit (MSU) will support the book through various mailings to key clients and via the Ipsos websites. They have over 60,000 individual email addresses of marketing professionals (80% of those from top Fortune 500 companies). Ipsos publishes an external newsletter (Ipsos*Ideas), and will promote Gimme! externally in its publications. Online Marketing Efforts: A website will be created just to promote the book For six months following the book launch, excerpts from the book will be available and each month a new email will be sent to share some insights found within Gimme! Speaking Engagements: John conducts speaking events around the world with Ipsos clients and he also appears at industry conferences including: Maximedia, Brazils largest media industry event; the 2005 Worldwide Print Symposium in the Czech Republic; the International Advertising Association Out of the Box conference in Jordan; and at numerous Advertising Research Foundation Conferences in the United States.
About the Author
John Hallward (Montreal, Canada) is cofounder of the Canadian research firm, Tandemar Research Inc., a leader in tracking advertising campaigns for top advertisers. After Tandemar was acquired by Ipsos, John went on to become Director of Global Product Development for Ipsos-ASI. John is also a member of the Ipsos-ASI Board and writes for various Ipsos publications. He started his career on the manufacturing/advertising side of the business at Procter & Gamble and then at Johnson & Johnson as Research Manager.