The authors consider the concept and role of marketing communications in consumer behavior motivation. They did use specific examples to illustrate different situations of communication, placing emphasis on motivating the consumers’ choice of product, associated with their purchasing power. Special attention is paid to the contents of the advertising information, its understanding and guessing by the consumer. The authors did make a conclusion that the main purpose of marketing communications is to develop the consumer behavior motivation most suitable for a producer.
Keywords: marketing; marketing communications; human economic behavior; producer; consumer; motivation.
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https://doi.org/10.24151/2409-1073-2018-1-37-45