The success of a communications strategy relies on its ability to persuade the audience of its value. A failure to communicate the value of the message determines whether the objectives of the strategy would be achieved or not. (reference) Hence, persuasion is an important element of any marketing communication. In as early as the 4th century B.C., Greek philosopher and scientist, Aristotle wrote about the effectiveness of communication in his book, ‘The Art of Rhetoric’. He placed the responsibility of creating a message that is persuasive and is decoded as intended on the sender of that message, and even developed a system of rhetoric that has often been described as ‘the most important single work on persuasion ever written’ (reference).
