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The Impact of Persuasive Communication in Advertising

Author

Listed:
  • Natalia COGALNICEANU

    (Academy of Economic Science of Moldova)

Abstract

Persuasive speeches and actions in the business world have become in time the most crucial elements, we might even say existential. Whether through negotiation or through manipulation, the partners or opponents, directs their efforts to obtain material benefits and/or emotional. The contemporary world is invaded with advertisements essentialy aimed (in addition to information) to persuade the consumers to buy products or services, even those which they do not necessarily need. Therefore, in the advertisements we can observe a wide range of persuasive techniques, whether they appear on television, radio, in newspapers, on the street or online display.

Suggested Citation

  • Natalia COGALNICEANU, 2011. "The Impact of Persuasive Communication in Advertising," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(6), pages 233-238, December.
  • Handle: RePEc:rom:rmcimn:v:12:y:2011:i:6:p:233-238
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    File URL: http://rmci.ase.ro/no12vol1s/Vol-12_No-1S_Article-36.pdf
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    More about this item

    Keywords

    communication; advertising.;

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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