M30 - Marketing and Advertising: GeneralReturn

In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail - was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

This paper deals with the use of a communication audit as a tool for evaluating the effectiveness of public relations within health services. The research was conducted within healthcare institutions operating in the Czech Republic. Areas of research questions were focused on these aspects of health services: The approach to the implementation of a communication audit: Is the communication audit tied to the level of public relations effectiveness evaluation? Is the approach influenced by public relations staff specialization? Is the approach affected by the type of health services according to the typology defined by the Institute of Health Information and Statistics of the Czech Republic? Can we consider the health services communication audit usable? For Health services who stated that they implement a communication audit, further research was focused on reporting audit results, linking the budget with results of the audit, the auditor's relationship with the rated entity, and the criteria for an effective audit. Related hypotheses were tested statistically and the approaches to the implementation of the communication audit were clustered using the Ward cluster analysis. Research has identified three levels of approach of health services to implementation of the audit. These were the variables used for determining the levels: audit outputs of health services, relation to the public relations budget, the person conducting the audit and the typical characteristics of audit realization. Small commitment is evidenced by the public relations executives, by which a lack of interest has been identified and to some extent, ignorance of standards for implementation of a communication audit.