Gimme!: the human nature of successful marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
2007
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Contributor biographical information Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 209-210) and index |
| Beschreibung: | XX, 216 S. Ill., graph. Darst. 24 cm |
| ISBN: | 047010029X 9780470100295 |
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| 100 | 1 | |a Hallward, John |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Gimme! |b the human nature of successful marketing |c John Hallward |
| 246 | 1 | 3 | |a Human nature of successful marketing |
| 264 | 1 | |a Hoboken, N.J. |b Wiley |c 2007 | |
| 300 | |a XX, 216 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 209-210) and index | ||
| 650 | 7 | |a Markenpolitik |2 swd | |
| 650 | 7 | |a Werbepsychologie |2 swd | |
| 650 | 4 | |a Advertising |x Brand name products | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Human behavior | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip0617/2006023189.html |3 Table of contents only | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0741/2006023189-b.html |3 Contributor biographical information | |
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Datensatz im Suchindex
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| adam_text | CONTENTS
Acknowledgments xiii
About the Author, and Why Gimme! xv
Introduction xvii
PARTI
Today s Marketing Challenges and
the emoti-suasion response
CHAPTER 1 Problems in (Marketing) Paradise 3
CHAPTER 2 Marketers Response 17
Competing on Price? 17
Innovation Is One Answer 20
Emotional Brand Appeal Is Another Answer 21
Be Aware of Overengineering 24
A Call for More Scientists in Marketing 25
CHAPTER 3 The Consequences of Our Genetic Evolution 29
What Is Evolution? 29
Intelligent Design and the Anti-Darwin School 32
We Are the Product of Our Genes 32
vii
CONTENTS
Humans Have Habits 33
Detecting Irregularities 36
Not Too Many Facts 38
Cognitive Dissonance: Conflicting Beliefs 39
CHAPTER 4 Mechanics of the Brain 43
Neurons: The Bits and Bytes of the Brain 44
Memory: A Pattern of Firing Neurons 46
Functional Areas of the Brain 47
The Growing Brain 50
Emotions in the Brain 51
CHAPTER 5 Processing Our Senses 53
The Entry of a Sense 55
Desensitizing to Stimuli 57
Sensory Deprivation 58
Brand Sensations 59
CHAPTER 6 Putting Memory to Work 63
Thinking in Units of Memory 65
Advertising Memory 66
Low Attention Processing of Advertising? 70
Advertising Repetition? 71
Serving Up Simple Advertising Memory Units 73
CHAPTER 7 The Important Role of Emotions 77
What Are Emotions? 77
Why Do We Have Them? 78
Animals Have Emotions, Too 79
The Emotional Human 79
Emotions and Decision Making: Two Peas in the
Same Pod 82
Death of the Economically Rational Human 86
CHAPTER 8 Beyond Emotions—to Attitudes 91
Attitudes and Beliefs 92
Direct or Indirect Route to Forming Attitudes 92
Current Attitudes and Future Decisions 93
viii
Contents
Changing Attitudes 94
Appreciating Consumers Beliefs 95
CHAPTER 9 Beyond Attitudes—to Motivation 99
Maslow and Human Needs 101
Cognitive Style 103
Self-Perception Is a Powerful Force 106
CHAPTER 10 Gimme! Gimme! 109
Our Hedonistic Tendencies 110
Aspirations 111
Comfort Zones 112
Incentives 113
CHAPTER 11 Emoti-Suasion 117
Expectancy Theory 118
Triggering 120
The Moody Target 122
PART II
Lessons Learned and Following Our Genetic Wiring
CHAPTER 12 Learning from Ipsos Consumer Research 131
Advertising Is a Business 132
Managing the Odds 133
Branding Matters 134
CHAPTER 13 35 Lessons Learned 137
1. Familiarity Is Key: You Cannot Love Something You
Do Not Know 137
2. Being Different Offers a Competitive Reason to be
Chosen 139
3. Be Understood for Your Relevance 140
4. The Quality of the Brand Promise and Consistency, Over
Time, Drive Desire 141
5. Advertising Can Make a Significant Difference When
Product Performance Is Similar between Competitive
Choices 143
ix
CONTENTS
6. Triggering Is Often the Best Objective for Established
Brands 146
7. Popularity: Security in Numbers 146
8. Emotions Add an Extra Dimension Beyond the
Rational Elements of Product Features 147
9. Advertising s Role Is to Build Emotional Associations
for the Brand s Benefit 152
10. It Is Important to Go Beyond Emotional Response to
Self-Perceptions, Aspirations, and Comfort Zones 154
11. Emotional Needs, Wants, and Desires Drive Our
Motivations 158
12. Brand Icons, Characters, and Spokespersons Strengthen
Brand Equity 161
13. Appealing to Many Different Senses Enriches a
Brand 162
14. Being Expensive Is Acceptable Because It Is Value That
Matters Most 165
15. Private-Label Retailer Brands and Discount Brands
Are Becoming Good Enough and Are Reducing the
Relevance of Higher-Priced National Brands 166
16. Creative Is King 168
17. Good Advertising Goes to Work Quickly 169
18. Bad Advertising Rarely Wears In 170
19. Memorable Ads Have Something That Helps Them
Stick Out 172
20. Poor Branding Is a Major Problem 173
21. Keep It Simple—and Visual 173
22. Branding Devices Are Worthwhile 174
23. Maintain Consistency Over Time (Be Campaignable),
but Make New Messages Obvious 176
24. Evolution, Not Revolution 177
25. Aim for Relevant Differentiation 178
26. Social Proof and Because 179
27. Advertise for a Reason: News Is Persuasive 180
28. One Unified Creative Approach Works Best 181
29. One Ad at a Time 183
30. Wear-Out—It Happens 184
x
Contents
31. Better Media Planning Can Pay Off 185
32. Share of Voice Is Less Important than Most Marketers
Think 188
33. Recency Planning Is Effective 188
34. Reach Is the Key Element after Creative 190
35. Media Consumption Does Not Match with Ad
Recall 192
CHAPTER 14 Closing Thoughts 197
Evolution at Work: A Case in Point 198
Brand Management Is about Managing to the Emotional
Gimmes 198
It Is Not about Emotional Advertising 200
Differentiation or Domination? 202
Screening for Better Ads 203
Enough Said 205
Glossary 207
Bibliography 209
Index 211
xi
|
| adam_txt |
CONTENTS
Acknowledgments xiii
About the Author, and Why "Gimme!" xv
Introduction xvii
PARTI
Today's Marketing Challenges and
the emoti-suasion response
CHAPTER 1 Problems in (Marketing) Paradise 3
CHAPTER 2 Marketers'Response 17
Competing on Price? 17
Innovation Is One Answer 20
Emotional Brand Appeal Is Another Answer 21
Be Aware of Overengineering 24
A Call for More Scientists in Marketing 25
CHAPTER 3 The Consequences of Our Genetic Evolution 29
What Is Evolution? 29
Intelligent Design and the Anti-Darwin School 32
We Are the Product of Our Genes 32
vii
CONTENTS
Humans Have Habits 33
Detecting Irregularities 36
Not Too Many Facts 38
Cognitive Dissonance: Conflicting Beliefs 39
CHAPTER 4 Mechanics of the Brain 43
Neurons: The Bits and Bytes of the Brain 44
Memory: A Pattern of Firing Neurons 46
Functional Areas of the Brain 47
The Growing Brain 50
Emotions in the Brain 51
CHAPTER 5 Processing Our Senses 53
The Entry of a Sense 55
Desensitizing to Stimuli 57
Sensory Deprivation 58
Brand Sensations 59
CHAPTER 6 Putting Memory to Work 63
Thinking in Units of Memory 65
Advertising Memory 66
Low Attention Processing of Advertising? 70
Advertising Repetition? 71
Serving Up Simple Advertising Memory Units 73
CHAPTER 7 The Important Role of Emotions 77
What Are Emotions? 77
Why Do We Have Them? 78
Animals Have Emotions, Too 79
The Emotional Human 79
Emotions and Decision Making: Two Peas in the
Same Pod 82
Death of the Economically Rational Human 86
CHAPTER 8 Beyond Emotions—to Attitudes 91
Attitudes and Beliefs 92
Direct or Indirect Route to Forming Attitudes 92
Current Attitudes and Future Decisions 93
viii
Contents
Changing Attitudes 94
Appreciating Consumers' Beliefs 95
CHAPTER 9 Beyond Attitudes—to Motivation 99
Maslow and Human Needs 101
Cognitive Style 103
Self-Perception Is a Powerful Force 106
CHAPTER 10 Gimme! Gimme! 109
Our Hedonistic Tendencies 110
Aspirations 111
Comfort Zones 112
Incentives 113
CHAPTER 11 Emoti-Suasion 117
Expectancy Theory 118
Triggering 120
The Moody Target 122
PART II
Lessons Learned and Following Our Genetic Wiring
CHAPTER 12 Learning from Ipsos Consumer Research 131
Advertising Is a Business 132
Managing the Odds 133
Branding Matters 134
CHAPTER 13 35 Lessons Learned 137
1. Familiarity Is Key: You Cannot Love Something You
Do Not Know 137
2. Being Different Offers a Competitive Reason to be
Chosen 139
3. Be Understood for Your Relevance 140
4. The Quality of the Brand Promise and Consistency, Over
Time, Drive Desire 141
5. Advertising Can Make a Significant Difference When
Product Performance Is Similar between Competitive
Choices 143
ix
CONTENTS
6. Triggering Is Often the Best Objective for Established
Brands 146
7. Popularity: Security in Numbers 146
8. Emotions Add an Extra Dimension Beyond the
Rational Elements of Product Features 147
9. Advertising's Role Is to Build Emotional Associations
for the Brand's Benefit 152
10. It Is Important to Go Beyond Emotional Response to
Self-Perceptions, Aspirations, and Comfort Zones 154
11. Emotional Needs, Wants, and Desires Drive Our
Motivations 158
12. Brand Icons, Characters, and Spokespersons Strengthen
Brand Equity 161
13. Appealing to Many Different Senses Enriches a
Brand 162
14. Being Expensive Is Acceptable Because It Is Value That
Matters Most 165
15. Private-Label Retailer Brands and Discount Brands
Are Becoming Good Enough and Are Reducing the
Relevance of Higher-Priced National Brands 166
16. Creative Is King 168
17. Good Advertising Goes to Work Quickly 169
18. Bad Advertising Rarely Wears In 170
19. Memorable Ads Have Something That Helps Them
Stick Out 172
20. Poor Branding Is a Major Problem 173
21. Keep It Simple—and Visual 173
22. Branding Devices Are Worthwhile 174
23. Maintain Consistency Over Time (Be Campaignable),
but Make New Messages Obvious 176
24. Evolution, Not Revolution 177
25. Aim for Relevant Differentiation 178
26. Social Proof and "Because" 179
27. Advertise for a Reason: News Is Persuasive 180
28. One Unified Creative Approach Works Best 181
29. One Ad at a Time 183
30. Wear-Out—It Happens 184
x
Contents
31. Better Media Planning Can Pay Off 185
32. Share of Voice Is Less Important than Most Marketers
Think 188
33. Recency Planning Is Effective 188
34. Reach Is the Key Element after Creative 190
35. Media Consumption Does Not Match with Ad
Recall 192
CHAPTER 14 Closing Thoughts 197
Evolution at Work: A Case in Point 198
Brand Management Is about Managing to the Emotional
Gimmes 198
It Is Not about Emotional Advertising 200
Differentiation or Domination? 202
Screening for Better Ads 203
Enough Said 205
Glossary 207
Bibliography 209
Index 211
xi |
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| index_date | 2024-07-02T22:08:59Z |
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| spelling | Hallward, John Verfasser aut Gimme! the human nature of successful marketing John Hallward Human nature of successful marketing Hoboken, N.J. Wiley 2007 XX, 216 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 209-210) and index Markenpolitik swd Werbepsychologie swd Advertising Brand name products Branding (Marketing) Human behavior http://www.loc.gov/catdir/toc/ecip0617/2006023189.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0741/2006023189-b.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0741/2006023189-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016754349&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hallward, John Gimme! the human nature of successful marketing Markenpolitik swd Werbepsychologie swd Advertising Brand name products Branding (Marketing) Human behavior |
| title | Gimme! the human nature of successful marketing |
| title_alt | Human nature of successful marketing |
| title_auth | Gimme! the human nature of successful marketing |
| title_exact_search | Gimme! the human nature of successful marketing |
| title_exact_search_txtP | Gimme! the human nature of successful marketing |
| title_full | Gimme! the human nature of successful marketing John Hallward |
| title_fullStr | Gimme! the human nature of successful marketing John Hallward |
| title_full_unstemmed | Gimme! the human nature of successful marketing John Hallward |
| title_short | Gimme! |
| title_sort | gimme the human nature of successful marketing |
| title_sub | the human nature of successful marketing |
| topic | Markenpolitik swd Werbepsychologie swd Advertising Brand name products Branding (Marketing) Human behavior |
| topic_facet | Markenpolitik Werbepsychologie Advertising Brand name products Branding (Marketing) Human behavior |
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