Paluchowski, Władysław Jacek2016-11-262016-11-261994Ruch Prawniczy, Ekonomiczny i Socjologiczny, 56, 1994, z. 2, s. 113-1240035-9629http://hdl.handle.net/10593/15826The author, departing from a general model of a message, enumerates factors of persuasive communication influencing its effectiveness, describes typical objectives of advertising and manners of generating desired consumer behaviour. The author also presents technical problems of transmission, traps on the way to the practical use of persuasive communication, and further he draws a hierarchy of advertising results.polinfo:eu-repo/semantics/openAccessArtykuł