Gimme! - John Hallward

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.

John Hallward started his career with Procter & Gambleand Johnson & Johnson. He then cofoundedthe Canadian firm ofTandemar Research Inc., a leader in tracking advertising campaignsfor top advertisers. After Tandemar was acquired by Ipsos, he wenton to become Director of Global Product Development for Ipsos ASI,where he is also a member of the board.
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