Analýza komunikace na pojistném trhu

Abstract

The diploma thesis deals with an analyse of communications of insurance companies on the Czech insurance market. The method of qualitative research is focus group, which was conducted in two different groups. During the discussions, there was realized how respondents perceive communications of insurance companies, thein associations with insurance and thein knowledge of insurance companies, including advertisements, logos and used colors. In the theoretical part the essence of the marketing communication and its various tools. The practical part is focused on the research results and thein comparison between different Gross of respondents.