| Abstract | Persuazija je svakodnevno prisutna u marketinškoj komunikaciji te je stoga potrebno poznavati načine i procese kojima se provodi. Persuazija je snažan način komunikacije koji može imati dalekosežne posljedice te kao takva predstavlja osnovnu silu svakog kvalitetnog odnosa. Za uspješnu (marketinšku) komunikaciju presudno je stvaranje uspješnih odnosa, a da bi se takvi odnosi učinkovito stvorili i održali potrebno je utjecati na osnovne ljudske momente koji pobuđuju interes i stvaraju povezanost (npr. prvi dojam, percepcije, perspektive, stavovi, želje, snovi, ciljevi, ljepota, imidž, povjerenje, zadovoljstvo, sreća i ljubav).
Ovaj rad bavi se marketingom i odnosima s javnošću na temelju proučene literature, te se može smatrati preglednim radom čiji je fokus usmjeren na komunikaciju i persuaziju u marketingu. Budući se pojam marke ili brenda može odnositi i na ljude a ne samo na proizvedena dobra, razumijevanje marketinške persuazije može imati povoljan učinak i u vlastitim komunikacijskim prezentacijama i odnosima. Najlakši put do ljudskog srca je putem onoga što osoba najviše voli. Tako se persuazijom u marketinškoj komunikaciji prvenstveno apelira na one segmente ljudskog života na koje ljudi najprije reagiraju, poput želja, potreba, uspomena, obiteljskih odnosa kao i ostvarivanje ciljeva i snova. Povezanost marke s ciljanim skupinama predstavlja osnovni cilj marketinške persuazije, a njen uspjeh ovisi o tome koliko je snažno poruka odjeknula u glavama i srcima ciljane publike te koliko je snažno motivirala ljude na djelovanje. Pri tom, motivacijske, inspiracijske i afirmacijske poruke imaju najveći utjecaj, a njihovo značenje se povećava snagom imidža i reputacije. |
| Abstract (english) | Persuasion is an everyday presence in marketing communications, therefore it is necessary to have an insight into the methods and processes by which marketing persuasion is implemented in our everyday lives. Persuasion is a powerful communication tool that can have far-reaching consequences, and as such represents the basic force of every good relationship. Successful (marketing) communication in large scale dependes on creating successful relationships, and in order to effectively create and maintain such relationships it is necessary to affect the basic elements of humanity which excite interest and build relationships (like the first impression, perceptions, perspectives, attitudes, desires, dreams, goals, beauty, image, confidence, satisfaction, happiness and love). This paper deals with marketing and public relations on the basis of literature studies, and it can be considered a scientific review paper which focus is communication and persuasion in advertising. Since the concept of the brand can refer to people as well as in manufactured goods, understanding of marketing persuasion can have a beneficial effect in our own communication presentations and relations. The easiest way to one's heart is through those points person love the most. Accordingly, persuasion in marketing communication primarily appeals to those segments of human life that people have tendency to react instantly, like desires, needs, memories, relationships and achieving of goals and dreams. So, brand linkage with target groups is the primary goal of marketing persuasion, and its success depends on how strong message echoed in the minds and the hearts of the target audience. At the same time, motivational, inspirational and affirmative messages have the greatest impact on people action taking decisions, and their significance is increased by the power of image and reputation. |
