Analýza marketingové komunikace prodejců na trhu kosmetiky

Abstract

This diploma work deal with marketing communication two cosmetical companies, hereat mainly concentrate on advertising. Her aim is show to cosmetical companies, how successfully communicate through advertising. From results research find out general knowledge choice companies and her advertising campaign including their classification, preference media and quantity advertising campaign. On the basis that I'll can propose in what is necessary improve, what direct, which media are fit and propose also concrete topics advertising campaign. Organized is so, that in separate section describes mentioned problems. In first section are characterized cosmetical companies Avon and Oriflame, which are intent on direct sale through cosmetical konsultant. In next section reader finishs first data about marketing communication, communications process and instrument communications mix. Mainly I'm intent on most visible instrument by which is advertising, hereat I'm indicate necessary steps at preparation successful communications campaign, which concern identification final group, advertising aims, content message, media, costing and metering effectivity. Third section is concerned methodists data collection, where is defined by problem, aim, content, hypotheses and plan research. Next section deal with concrete analysis data and on her connects last section, which includes suggestions and recommendation for choice cosmetical companies concerning final groups, volition fit media and theme advertising campaign.