Analysis of Marketing Communication

Topics: Marketing, Advertising, Sales Pages: 46 (13058 words) Published: November 22, 2010
Analysis of Marketing Communication at the ABECEDA s.r.o. Language School

Lukáš Valach

Bachelor Thesis 2010

ABSTRAKT
Czech abstract Předmětem této bakalářské práce je zhodnocení a navržení nového komunikačního mixu v jazykové škole ABECEDA s.r.o. Práce je rozdělena na dvě části: teoretickou a praktickou. V teoretické části jsou popsána východiska pro formování nástrojů marketingové komunikace a její následné začlenění do marketingového mixu. V praktické části jsou nejdříve uvedeny obecné informace o společnosti. Dále je uvedena analýza současného komunikačního mixu s vyhodnocením a navržením možného řešení, které je zapotřebí pro úpravu prvků marketingové komunikace v dané společnosti.

Klíčová slova: MARKETINGOVÁ KOMUNIKACE, KOMUNIKAČNÍ MIX, PROPAGACE, REKLAMA, OSOBNÍ PRODEJ, VZTAHY S VEŘEJNOSTÍ, PODPORA PRODEJE, PŘÍMÝ MARKETING

ABSTRACT
English abstract The aim of the bachelor thesis is to analyze the existing, and propose a new, communications mix at the ABECEDA s.r.o. language school. The work is divided into two parts: the theoretical and the practical. The theoretical part describes the resources available for the formation of marketing communication. The beginning of the practical part introduces the company on which subsequently an analysis of the current communications mix is based. In addition, an evaluation and final recommendations are provided since it is important to attempt to improve the elements of the communications mix.

Keywords: Marketing communications, communications mix, promotion, advertising, personal selling, public relations, sales promotion, direct marketing

ACKNOWLEDGEMENTS
I would like to take this opportunity to give thanks and price to my advisor, Mgr. Jan Pospíšil, for his helpful advices and professional approach to the supervision of my bachelor thesis. Furthermore, I would like to give thanks to the management of the ABECEDA s.r.o., and the director of the company Ing. Roman Šťastný for his time and useful information. Additionally, to my mother for being patient with me.

CONTENTS
INTRODUCTION ............................................................................................................. 10 I

THEORY ..................................................................................................................... 12 MARKETING ............................................................................................................. 13 1.1 1.2 Development of marketing .................................................................................... 13 Marketing communication within the marketing mix ........................................... 14 Definition of marketing communications .............................................................. 15

1

2

MARKETING COMMUNICATIONS ..................................................................... 15 2.1

2.1.1 Type of the product market............................................................................. 15 2.1.2 Communication process ................................................................................. 16 2.1.3 Tools of marketing communications .............................................................. 16 2.2 Advertising ............................................................................................................ 17 2.2.1 The objectives and types of advertising.......................................................... 18 2.2.2 Media .............................................................................................................. 19 2.2.3 Measuring advertising effectiveness............................................................... 22 2.3 Public Relations ..................................................................................................... 22 2.3.1 The identification of internal and external stakeholders................................. 22 2.3.2 Evaluation of a firm’s reputation...

Bibliography: Books: Belch, G., Belch, M.: Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th edition. New York, McGraw-Hill 2003. Boone, E. Kurtz, L. Principles of Marketing. 12th edition, China: Thompson Southwestern, 2006 Cannon, J. Perrault, W. McCarthy, E. Basic Marketing: A Global-Marketing Approach. 16th edition, New York: McCarthy, 2008 Clow, K. Baack, D.: Reklama, propagace a marketingová komunikace, první vydání. Praha, Computer press, a.s. 2008 Dibb, S. Simkin, L.: The marketing casebook. Cases and concepts. 2nd edition, London: Thomson Learning, 2001 Fill, Ch.: Marketing communications. 4th edition, engagements, strategies and practise Edinburgh: Prentice Hall, 1994, Pearson Education limited, 2006, Kotler, P. Armstrong, G.: Marketing and introduction. New Jersey: Pearson Prentice Hall. 2006 Kotler, P., Armstrong, G. , Saunders, J. , Wong, V.: Principles of Marketing. 2nd european edition. New Jersey. Prentice Hall 1999. Kotler, P. Keller, K.: Marketing management. 12.vydani, New Jersey: Prentice Hall, 2006, Praha: Grada publishing, 2007 Foret, M.: Marketingová komunikace, 2. vydani, Brno: Computer press, a.s. 2008 Solomon, Marshall, G., Stuart, E.: Marketing. první vydání. Brno, Computer press, a.s. 2006
Internet sources: Direct marketing v digitálním věku. Online, nebo offline? 2009 http://www.strategie.cz/scripts/detail.php?id=443018 Your Product in the News, 2010 http://www.publicity.com/ Marketing mix, Elements of marketing mix http://www.teneric.co.uk/businessinfo/marketing-mix.html Marketingový mix - jeho rozbor, možnosti využití a problem, 2005 http://marketing.robertnemec.com/marketingovy-mix-rozbor/
TBU in Zlín, Faculty of Humanities OMD: Reklamní výdaje v médiích letos s výjimkou internetu klesnou, 2009
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http://www.patria.cz/Zpravodajstvi/1439431/omd-reklamni-vydaje-v-mediich-letos-svyjimkou-internetu-klesnou.html?culture=sk-SK Podpora prodeje v maloobchodě, Cíle podpory prodeje 2009 http://www.mjournal.cz/cs/reklama-podpora-prodeje/podpora-prodeje/podpora-prodeje-vmaloobchode__s394x543.html What is Marketing? Some basic definitions of marketing and the marketing concept. http://marketingteacher.com/Lessons/lesson_what_is_marketing.htm
TBU in Zlín, Faculty of Humanities
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LIST OF TABLES AND FIGURES
List of tables Table 1: Comparison of promotional elements .............................................................. 17 Table 2: Share of media advertising in Czech market .................................................. 18 Table 3: Investments in advertising in percent .............................................................. 18 Table 4: Comparison of the main advertising media alternatives ............................... 20 Table 5: Targets of the three groups ............................................................................... 29 Table 6: Permitted and forbidden sales promotion tools in European countries ........ 30 Table 7: The structure of communications mix in 2009 ................................................ 46 Table 8: The investments in the tools of marketing communications .......................... 46 Table 9: Rate of marketing communications tools ........................................................ 47
List of figures Figure 1: The structure of investment in CZK in internet advertising in 2009 ........... 38 Figure 2: The structure of investment in CZK in printed advertising in 2009 ............ 40 Figure 3: The structure of investment in CZK in outdoor advertising in 2009 ........... 41
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