Through marketing communication tools, businesses attempt to convince customers about the uniqueness of their product. Marketing communication is therefore a key part of the company's strategy, helps to shape its image, which also affects the public view of the company.
The thesis is divided into two parts. The first part presents theoretical basis where basic concepts are characterized. First, the definition of marketing, market segmentation, targeting, positioning and customer relationship marketing. This part is also focused on marketing mix and marketing communication tools. At the end of the theoretical part, brand image and method of semantic differential is introduced, which is utilized in the practical part of the thesis.
The practical part examines marketing communication of Adidas, which is described using concepts introduced in the theoretical part. As this company makes extensive use of a wide range of marketing communication tools, I chose one of them, event marketing and activities associated with the existence of its official running club, Adidas runners Prague. Questionnaire survey among the public and members of the runners club was used, the method of semantic differential showed how different target groups see the Adidas brand. The final part is based on the results of evaluation of marketing communication and also introduces suggestions for future improvement.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262995 |
| Date | January 2017 |
| Creators | Kopecká, Soňa |
| Contributors | Švec, Václav, Lukáš, Lukáš |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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