Using Metaphor to Create More Effective Sales Messages

Explores the use of metaphor as a particular feature of language for making sales messages more effective. Examines the concept of metaphor, its use in advertising and its use by marketing practitioners. Concludes that the effective use of language and particularly metaphor is vital for successful marketing and sales performance. Outlines a ten‐point strategy for developing metaphor skills in order to improve marketing messages and sales effectiveness.

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Year of publication:	1990
Authors:	Boozer, Robert W. ; Wyld, David C. ; Grant, James
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 4.1990, 3, p. 63-71
Publisher:	MCB UP Ltd
Subject:	Advertising \| Language \| Metaphors \| Sales methods

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002520 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905755