The role of persuasion for marketing agents is of great importance as they are able to change already created perceptions of their customer’s products and services. Marketing agents use persuasion almost on a daily basis, using psychological methods to manipulate customers and their attitudes and though about a particular product. This paper is based on research from the studied literature on persuasion in marketing communication. In the chapter marketing communication, the forms of marketing communication and marketing mix are discussed. Persuasion in interpersonal communication describes the application of persuasion as the connection of emotions when using persuasion. When using persuasion in marketing communication, it is important to know the attitudes and motivation of consumers, and the target market segment to use the right technique. The preconditions for a successful persuasion are also mentioned, as well as the marketing critique itself when using such a technique. Two well-known brands are mentioned as examples of effective marketing persuasion: Coca - Cola and Nike, and some of their most famous persuasive marketing campaigns are listed. Coca - Cola used its marketing campaigns to influence the emotions of its consumers by targeting friendship, happiness, love and family depending on the season and occasion. Nike uses persuasion to connect top athletes with its products and inspirational messages. The case study was made on the example of the company INA d.d. which launched its INA Loyalty program and the specifics of the application itself are shown. The INA Loyalty application was launched with the aim of retaining existing customers while attracting new ones, increasing the frequency of customer arrivals and their shopping cart and creating an image of consumer habits and needs. With better knowledge and insight into consumer behaviour, companies, including INA d.d., are able to influence the consumer's decision for purchase, or his choice, and thus result in increased sales and revenue generation. Customer reward programs such as the INA Loyalty program create additional value for consumers, which will have a positive effect on their perception of the company itself.