rational appeals
Definition:
Persuasive communication aimed at the industrial buyer which is based upon the economic and technical advantages of the product or service to the buyer, rather than emotive appeals which are based upon essentially behavioural factors.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Stephen T. Parkinson], [1998].