Using Metaphor to Create More Effective Sales Messages
Robert W. Boozer
(Associate Professor of Management at the University of Central Arkansas, Conway, Arkansas. His research interests include the role of symbolic processes in human communication.)
David C. Wyld
(Assistant Professor of Management at Midwestern State University, Wichita Falls, Texas. His research interest include social marketing and social issues in the workplace.)
James Grant
(Associate Professor of Marketing at the University of South Alabama and President of Tri‐State Marketing Research in Mobile, Alabama. He is a former President of the Mobile chapter of the American Marketing Association.)
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Abstract
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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Citation
Boozer, R.W., Wyld, D.C. and Grant, J. (1990), "Using Metaphor to Create More Effective Sales Messages", Journal of Services Marketing, Vol. 4 No. 3, pp. 63-71. https://doi.org/10.1108/EUM0000000002520
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited