Komunikační strategie firmy v závislosti na typu produktu

The submitted master's thesis on marketing communication with regard to the type of product has in its theoretical part as the main goal to define the basic principles and the terminology used in the advertising branch, which are further compared with the analysed data. Here have been chosen two areas: fast moving consumer goods and few sought services in the form of insurance products. This comparison aims to find out what programs follow or are followed by these advertised products and what is the intensity of individual ads by different companies. The goal is to compare how much differently are communicated insurance products and consumer goods, what is the frequency of individual shots, on which channel and with which program they are most frequently associated with, if they focus only on a specific channel or actually on the broadest possible public, as stated in the theory. The theoretical expectations have been confirmed in the paper by empirical research.