Marketing is a social and management process which, through creating, offering and exchanging products of value with others, individuals and groups get what they need or what they want. It represents a dynamic business economy based on market exchange. The goal of marketing communication is to directly influence or direct the behaviour of the selceted audience. The motive is the emotional reason we are doing, and intent is the rational reason we do it. The basic motivational factors are the needs, the desires, the goals and the priorities, the satisfaction and the enthusiasm. Persuasion is a powerful type of communication which can have far-reaching consequences and as such is the basic force of any quality relationship. It is also the most important part of marketing communication because the quality of the persuasion depends on the marketing success. The key factors of persuasion are identity, image, brand, communication goals and emotional connection. One of the most creative parts of the communicator 's strategy is the appeal of messages related to its content. Some appeals are designed to act on the recipient 's intent, the other on the logic of decision-making. This paper explains what is needed for succesful persuasion in marketing communication. Through examples one can see how and how it can be fulfilled. Persuasuon in marketing communication highlights how important public relations are. Because its success depends on how strong the message echoed and motivated the targeted audience.