The review of the marketing appeals and their role in the strategy of development of the successful marketing communication
Nowadays integrated marketing communications request permanent search for and inclusion of the new communication tools. However, beside that, marketing experts continuously look for the new message contents in order to achieve more effective and more successful communication with their consumers. Ap...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2013-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2013/0354-34711304354F.pdf |
| Summary: | Nowadays integrated marketing communications request permanent search for and inclusion of the new communication tools. However, beside that, marketing experts continuously look for the new message contents in order to achieve more effective and more successful communication with their consumers. Appeals represent essentially important component of the marketing message, which serves as the basis of all other elements of the successful communication. The paper reviews different criteria for the grouping of the appeals and analysis the main categories of the most used ones. Moreover, it discusses the circumstances in which it is appropriate and meaningful to use each of them, which can be considered as the useful guideline for all the practionnieres who work in the area of marketing communications. |
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| ISSN: | 0354-3471 2334-8364 |