Analýza účinnosti marketingové komunikace na trhu klimatizací a vzduchotechniky

Abstract

This bachelor’s essay deals with the effectiveness analysis of communication mix of concrete organisation in the air conditioning market. In theoretical part of essay I describe external and internal surround of organisation, I explain the basic terms of communication mix and I mention others theoretical advices which tends to formulation of final recommendations. Practical part includes the methodology of research including chose method of data acquisition such as personal and electronic questioning. Acquired data are analysed and they are verbally and graphically interpreted. Based on results of research I suggest concrete concepts for betterment of particular elements of communication mix and whole marketing strategy too. Basic findings which the essay brings are the knowledge of organisation by respondents, finding of communication instruments which respondents meet with, appreciating of chose characteristics of some advertising instruments and also appreciating of logo and slogan of organisation.