How Can the Persuasiveness of Marketing Communication Be Optimised?

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The aim of marketing communication is to influence the potential target market, and impact on their buying behaviour to the benefit of the product or service being marketed. The most effective marketing campaigns are those which are most persuasive, gaining the greatest amount of trust from the target market. The writer examines what characteristics are required for marketing communication to be seen as persuasive, and the way in which persuasiveness may be influenced by other factors. Twelve sources are cited in the bibliography of this nine page paper.