Návrh komunikační kampaně muzea

Abstract

The aim of this thesis is to create appropriate marketing communication campaign aimed at specific target audience for Kysucké Múzeum. This campaign should assist the museum in the constructing of identity and awareness towards the target segment, to become an interesting alternative for leisure time for them.

For the suitable targeting campaigns were made two researches. Quantitative research has helped to know target audiences, their communication needs and preferred leisure time activities. This was followed by qualitative research. Its task was identified attitudes and opinions of respondents on each of the main ideas of the campaign.

The result of this thesis is a communication campaign, which has well-defined target, the target segment and the uniform idea. It also contains proposals and recommendations which communication tools can be used during the campaign and an example of marketing activities time schedule within the campaign.