Analýza účinnosti marketingové komunikace na bankovním trhu

Abstract

This Master thesis deals with analysing of marketing communication effectiveness on banking market. This thesis deals with analysing of effectiveness in television advertising of four selected banks. Among those banks have been selected Air Bank, Česká spořitelna, Komerční banka and Raiffeisenbank. In the theoretical part marketing communication and its instruments are being described. For example detail decription of advertising as a tool of marketing communication. In the practical part are being characterized banking market, particular banks and result analysis, which has been find out by marketing research. From the results has been created solutions and recommendation for each particular bank.