Persuasion and sales of ideas and products: third party technique in marketing communication

The most common response that researchers face in terms of whether the promotional (communication) messages placed by various institutions, organizations, companies, and / or people affect people is that they do not affect them. In contrast, when respondents are asked if they think that such messages affect others, the answer is most often confirmatory, with strong conviction. In such a perception, there is an overestimation of the effect of communication messages on generalized others and underestimation of the effect of messages on oneself. Except in cases where promotional messages can be considered positive as is the case with raising citizens' awareness of important social issues, the ability for promotional messages to influence our attitudes and behavior should be taken seriously, especially in the direction of better educating the population about the potential harmful effects, manipulation of opinion, attitudes and behavior (creating a consumerist society), as well as the means to recognize the tactics that support and reinforce such influence. Information and campaigns of influence are part of a broader phenomenon, which we call strategic (political) marketing communication. The planned approach to communication, which includes activities based on detailed knowledge of the situation and the target group, applying scientific principles and tried-and-true practices, often results in massive support for the ideas and programs put out. Man, stimulated by his own survival instincts, tends to be organized into social units and belongs to various reference groups, and therefore the probability of following a particular leader (in opinion) is in large part predetermined. Indeed, if we manage to influence the opinion and attitudes of the leader of a particular group, we can automatically influence other members of the group. The use of leaders and / or opinion creators in marketing communication is known as the third-party technique. Key words: persuasion, marketing communication, third-party techniqu