Analýza marketingové komunikace vybraných bank

Abstract

This bachelor thesis focuses on the analysis of marketing communication of five selected banks operating in the Czech market – Air Bank, Moneta Money Bank, Česká spořitelna, Fio banka, and Raiffeisenbank. The main objective was to examine how their advertising campaigns are perceived by different age groups and which elements of communication are considered effective. The theoretical part presents key concepts of marketing communication with a focus on the banking sector, while the practical part combines qualitative and quantitative research – specifically focus groups and a questionnaire survey. The findings reveal that the effectiveness of bank communication varies significantly depending on the target group's age and that authenticity, emotional appeal, and clarity of message are the main success factors. The thesis offers specific recommendations for improving marketing strategies of banks in light of current trends and customer expectations.