In each of the segments of the paper, the importance of persuasive communication is pointed out. Persuasion is a practiced communication skill that is learned and whose application makes the communicator more convincing. It is applied with the aim of achieving better personal or business results and includes learning verbal and non-verbal communication. This paper presents the process of creating a persuasive message with the basic characteristics of the persuader and the recipient of the message. The persuader must know the rules and skills of interpersonal communication and then, possess the characteristics of a good communicator and ultimately be excellent in public speaking. There are a number of communication problems that arise in the process of exchanging information, and solving them depends on the skills of the communicator, whether it is personal or business communication. Marketing communication includes various forms of organization communication with the public, and the paper focuses on advertising, publicity and public relations. Marketing communication refers to the persuasive communication of an organization with consumers and potential customers with the aim of influencing their behavior. The ultimate goal is that the changed consumer behavior favors the sale of products or services that the organization offers. It is very important to get to know the target audience and create long-term business relationships through quality communication. The conducted research provides an answer to how respondents perceive persuasion and what is the attitude of respondents towards communicators who use persuasion techniques to achieve certain goals.