1.

Úvod

2.

Teorie

2.1.	Marketingová komunikace

2.1.1.

Definice marketingové komunikace

2.1.2.

Marketingová komunikace jako součást marketingového mixu

2.1.3.

Úkol marketingové komunikace

2.1.4.

Stručná historie marketingové komunikace

2.1.4.1.

Před uvedením na trh

2.1.4.2.

Reálné marketingové období

2.1.5.

Nové trendy v oblasti marketingové komunikace

2.2.	Marketingový komunikační mix

2.2.1.

Části komunikačního mixu

2.2.1.1.

Podpora prodeje

2.2.1.2.

Osobní prodej

2.2.1.3.

Přímý marketing, public relations, Internet marketing

2.2.2.

Linie divize komunikačního mixu

2.2.2.1.

Nad linie (ATL)

2.2.2.2.

Pod linie (BTL)

2.2.2.3.

Prostřednictvím linie (TTL)

2.3.	Veletrhy a výstavy

2.3.1.

Veletrhy jako součást komunikačního mixu

2.3.2.

Historie veletrhů a výstav

2.3.2.1.

Úplné počátky

2.3.2.2.

První generace veletrhů a výstav

2.3.2.3.

Druhá generace veletrhů a výstav

2.3.2.4.

Třetí generace veletrhů a výstav

2.3.2.5.

Čtvrtá generace veletrhů a výstav

2.3.2.6.

Současná doba

2.3.3.

Typy veletrhů a výstav

3.

Analýza

3.1.	Analýza firemní propagace na veletrzích

3.1.1.

Význam propagace na veletrzích jako součást marketingového mixu

3.1.2.

Specifika komunikace veletrhů

3.1.3.

Veletrhy jako nástroj podpory prodeje

3.1.4.

Veletrhy jako zdroj informací

3.1.5.

Veletrh jako společnost budující image, produkt a propagace značky

3.1.6.

Veletrhy jako lobby nástroj

3.2.	Mezinárodní kongres a expozice Odpady - Luhačovice

3.2.1.

Organizátor kongresu a výstavy

3.2.1.1.

Historie

3.2.1.2.

Služby

3.2.2.

Prezentace kongresu a výstavy

3.2.2.1.

Historie

3.2.2.2.

Kongres, výstava a účastníci

3.2.2.3.

Cena Karla Velka

3.3.	Analýza možnosti prosazování a spokojenost vystavovatelů

3.3.1.

Analýza možnosti jejich prosazování

3.3.2.

Analýza spokojenosti vystavovatelů

3.3.2.1.

Metodika analýzy

3.3.2.2.

Jaké jméno propagace byste zvolili pro kongres?

3.3.2.3.

Kolikrát jste se zúčastnil kongresu a výstavy?

3.3.2.4.

Doporučili byste účast na tomto kongresu jiným firmám?

3.3.2.5.

Proč se účastníte kongresu a výstavy?

3.3.2.6.

Je tento kongres a výstava efektivní pro Vaši firmu?

3.3.2.7.

Jaké reklamní příležitosti jsou nejdůležitější pro vaši společnost?

3.3.2.8.

Pomohl vám kongres a výstava získat nové zákazníky?

3.3.2.9.

Jste spokojeni s organizací kongresu?

3.3.2.10.

Co byste změnili, kdybyste byl organizátorem kongresu?

3.4.	Doporučení pro organizátory a vystavovatele

3.4.1.

Doporučení pro pořadatele

3.4.2.

Doporučení pro vystavovatele

4.

Závěr

5.	Použitá literatura

6.	Přílohy - dotazník

"1.4.2 Real-marketing Period
The period of marketing as it is known today is dated to 18th and 19th century after the Industrial Revolution. During this time mass media and science developed rapidly. At the beginning of 20th century the marketing was manufacture-oriented and a demand exceeded a supply, so there was no need to promote products. The only purpose of promotion was to inform customers about those products (Pavlečka 1998; my translation).

Nevertheless the situation changed in a few decades and resulting in a saturated market. Along with this, competition grew stronger and marketing changed from manufacture-oriented to sale-oriented. As a result, promotional communication developed rapidly. The famous person of interwar period was Tomas Bata, who introduced advertisement into brand-new media (for that time) – cinema and radio broadcast (Pavlečka 1998; my translation).

In 1950´s the television was invented and the TV broadcast was established. This fact helped promotional communication to spread very quickly and the marketing started to be customer-oriented (Pavlečka 1998; my translation).

1.5 New Trends in Marketing Communication
As we have seen from history of marketing, there are always multiple trends and changes. For us as a company or entrepreneur is important to seek for new ways of promotion and exploiting these new trends. In 20th century the consumer was not as selective as he is nowadays. He grew tired of old forms of advertising. He needed changes. This required new marketing solutions which were quick to appear. They can be mentioned as marketing techniques. Here are the most common and important ones (Frey 2008, page nr.11; my translation):

- Digital marketing
- Viral marketing
- Guerilla marketing
- Product placement
- Mobile/Cell phone marketing

Digital marketing is an interactive marketing campaign using Internet for product or service promotion. Viral marketing is considered to be a skill of winning customers and making them
to converse about a product, service or a web page with each other. Guerilla marketing is an unconventional marketing campaign to achieve maximal effect with minimal sources. The word unconventional is extremely important in this technique. Product placement is considered a very popular marketing technique nowadays. The products can be seen in movies, music videos, etc. It is an intentional and paid placement of a branded article to audiovisual work in order to promote it.
Mobile/Cell phone marketing is very similar to digital marketing because it is also an interactive marketing campaign. Contrary to digital one, it uses mobile operators for product or service promotion (Frey 2008, page nr.12; my translation).

There is another brand-new marketing trend – advertising on Facebook. This is a great opportunity of getting a lot of customers. It is a quite new phenomenon, which appears to be very influential. Some experts say it has more influence than other types of promotion. The big advantage is that you can choose target group by certain profile, for example - age, sex, location, hobbies, education. This makes Facebook very effective platform for advertising. In future it will become another type of advertising techniques, because of its big potential.

I would also like to mention new trends in event marketing, because fairs and exhibitions are similar events. The popularity of this technique is still growing and the main reason seems to be that people like having fun, socializing, seeing new products and learning new trends and information. Events, especially trade fairs and exhibitions, offer people all of these opportunities at the same time and at one place."

Univerzita Tomáše Bati ve Zlíně, Fakulta humanitních studií, Ústav anglistiky a amerikanistiky, studijní program Filologie, studijní obor Anglický jazyk pro manažerskou praxi.
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