Marketingová komunikace neziskové organizace OBRAZ – Obránci zvířat, z. s

The Bachelor thesis deals with marketing communication, as one of the most significant tools of the marketing mix, which can significantly affect society, that is also the goal of non-profit organizations for animal protection. The main goal of the Bachelor thesis is based on the evaluation of the current marketing communication of the non-profit organization OBRAZ - Obránci zvířat, z. s. to propose changes and innovations that will make the communication of the organization more effective. Secondary goals include a survey of brand awareness, or organization and the degree of involvement of the population of the Czech Republic in activities in the field of animal protection. The first part of the thesis deals with the theoretical basis of marketing communication with a focus on individual communication tools. The second part characterizes non-profit organizations, their legislation and the specifics of marketing communication. Furthermore, specific non-profit organizations for animal protection are characterized, both in the world and in the Czech Republic. The third part presents the methodology that was used to process the bachelor's thesis. The fourth part is already devoted to the selected non-profit organization OBRAZ - Obránci zvířat, z. s. there is information about the organization itself, as well as its successful campaigns and current marketing communication. This is followed by own research, that is a questionnaire survey and interpretation of results and a SWOT analysis. The last, fifth part contains recommendations for streamlining marketing communication based on the outputs of secondary and primary data processing.