Magic words are words used to encourage consumers to buy a product in that consumers who previously did not want to buy were finally made to buy the product. This study is limited to the case of Gedong Gincu mangos in West Java, Indonesia . This type of mango is unique and has a high selling price; however, its promotion has not been conducted extensively. The promotion has been limited to exhibitions facilitated by West Java provincial government, Department of Agriculture and Department of Trade and Industry. The promotions conducted by supermarkets have not shown any optimum results because the costs spent on the promotion are not balanced with the profit they earn. So far, the supermarket promotion only includes the word discount (buy one get one free) or sold cheaply. Such words are perceived to be less encouraging for consumers. Promotion for agricultural products, especially mangos is very unique because such products are perishable, voluminous, and bulky. Being seasonal in nature, prices of agricultural products are fluctuating, which are different from industrial products which are uniform, durable, and can be stored and have fixed prices

• Yosini Deliana(Padjadjaran University, Indonesia)