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Communication mix - it significance for informing and winning the consumer
Palátová, Karolína ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Communication Mix - Its Importance to Informing and Persuading Consumer Objectives: The objective of the thesis is to analyze and evaluate the current marketing communication of JOYfit sports studio from the viewpoint of both consumers and management of the studio. On the basis of gathered results create suggestions and recommendations for improving marketing communication studio, which should help the company to get more customers. Methods: In the thesis is, for finding out the current marketing communication, conducted an analysis of secondary data and after the method of qualitative research using in-depth interviews was used. Marketing communication is firstly examined from the viewpoint of management of the company than from the viewpoint of the customers. Results: On the basis of conducted interviews a few shortcomings which the JOYfit sports studio has in its communication with the clients were found out. Possible recommendations and suggestions, which would lead to improvement of the marketing communication, were created. Suggestions will be presented to the management of the studio. Key words: Marketing communication, promotion, advertisement, marketing research, interview, online, social networks.
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