The diploma thesis deals with finding suitable tools of marketing communication for seniors that companies could use in creation of communication strategy. The thesis is focused on identifying specifications of seniors target group and their perception of individual communication tools. The next aim is to present some general recommendations for creating the communication strategy to target the specific segment of seniors as much as possible. Primary and secondary data were analysed to achieve the goals. Quantitative and qualitative research though questionnaire surveys (n = 220) and in-depth interviews (n = 8) was used to collect primary data. According to the analyses results, the recommendations have been suggested to companies, regarding the use of communication channels, for targeting their product portfolio to seniors.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:429029 |
| Date | January 2019 |
| Creators | Šocová, Veronika |
| 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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