Features of Emotional Impact on the Consumer by the Example of Aggressive Marketing Communications

Student: Karpova Yana

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

In this research the phenomenon of “aggressive marketing communications” was examined through the psychological impact and emotional marketing. This work reveals information about the origin and functions of aggressive marketing. Moreover, on the basis of “social learning”, moreover, the original three-step model is proposed in the work that describes the impact of aggressive marketing communications. The bulk of the work is focused on the use of aggressive marketing communications by fast food restaurants.

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