New York/Toronto/London – In a new book, Gimme! The Human Nature of Successful Marketing, business and advertising research veteran John Hallward explores our evolutionary traits to help marketers, brand managers, public relations professionals, advertising executives, and even politicians better tap into primary human motivations for greater success.
Advertising is a $350-billion industry worldwide, Hallward notes. But for too long, he says, marketers have ignored the basics of how human beings are wired and how they work emotionally. As a result, costly marketing and advertising campaigns have suffered to the point where the majority of advertising campaigns fail.
Hallward, a former marketing expert with Procter & Gamble and Johnson & Johnson and now chief of new product development for Ipsos ASI, The Advertising Research Company, writes: "The role of marketing is to drive behavior to generate sales. But it is surprising how much advertising is about saying what the advertisers want to say about themselves, and how little advertising focuses on the minds, moods, and motivations of consumers, and on what I call "gimmes" – the emotional payoffs consumers expect from brands. Gimme! is about how we can apply the insights of how humans are wired to make marketing work better."
The book, published by John Wiley and Sons and available around the world, is based on Hallward’s 20 years of experience in the ad research world and supported by the Ipsos ASI database of more than 3 million brand assessments. According to Ipsos ASI research, only about one-fifth of advertising campaigns have a significant measurable impact on the brand. Many campaigns fail to grab the consumer’s attention. Half of those that do so fail to motivate consumers in meaningful ways.
"To build successful brands, you need to build emotional rewards for buying the product, creating emotional benefits beyond raw functional requirements," Hallward writes. "Our research shows that the more a brand has extra appealing emotional associations, the greater the purchase commitment to the brand."
Hallward believes too many ad and marketing professionals, schooled in business administration and economics, know far too little about how our brains work and how to leverage our genetic wiring for mutually beneficial purposes.
"As a whole, brand managers, ad execs, and marketing research suppliers are not knowledgeable enough about the aspects of emotions and needs, behavioral psychology, self-perception theory, and genetic evolution," Hallward writes. "We lack enough sensitivity to and appreciation of the human sciences. We all need to admit that humans feel much more than they think."
For more information, please contact:
Director, Marketing Services
Ipsos in North America
About Ipsos ASI
Ipsos ASI is a leading global advertising research firm, and is part of the worldwide Ipsos Group. Ipsos ASI offers a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising process: advertising development, advertising pre-testing for qualifying advertising, advertising tracking, and brand equity/brand health evaluation. Ipsos ASI has also recently introduced new holistic integrated advertising assessment. The firm focuses on providing advertisers with the insights to help in the development, evaluation, and improvement of their advertising efforts to help them build stronger marketing performance for healthier brands. To learn more, visit: www.ipsos-asi.com.
About Ipsos in North America
Ipsos is the fastest growing market research company in the U.S., market leader in Canada, and among the most trusted research brands in North America. With more than 1,500 professionals and support staff in the U.S. and Canada, Ipsos offers a suite of survey-based services—guided by industry experts and bolstered by advanced analytics and methodologies—in advertising, customer loyalty, marketing, media and public affairs research, as well as forecasting, modeling, and consulting. Ipsos companies offer a complete line of custom, syndicated, omnibus, panel, and online research products and services. Ipsos conducts polling on behalf of the Associated Press, the world’s oldest and largest news organization.
In 2006, Ipsos generated €857.1 million ($1.1 billion U.S.) in total revenues, of which 34% came from its North American operations. The Paris-based company was founded in 1975 and has been listed on the Paris Stock Exchange since 1999. To learn more, visit: www.ipsos-na.com.
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2006, Ipsos generated global revenues of 857.1 million euros ($1.1 billion USD)
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