Ipsos ASI

February 27, 2007 07:00 ET

New Book Explores Why So Many Ads Fail

... And Why Great Brands Succeed

Attention: Books Editor, Business/Financial Editor TORONTO/ON--(CCNMatthews - Feb. 27, 2007) - 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."

To learn more, download the Press Kit at:

Contact Information

  • Dan Maceluch, VP, Corporate Communications & Marketing, Ipsos ASI
    Primary Phone: 604-893-1635
    E-mail: dan.maceluch@ipsos-na.com