Abstract:

The basis and a comprehensive part of the company's marketing efforts is a marketing communication. It is a strategy within a company or individual to reach the target market through various types of communication tools. Proper and effective marketing communication not only ensures the improvement of services but also provides for the constantly growing profit of the company. The increased intensity of communication with the target subject or group is not only the perception of corporate identity, achieving awareness but also better understanding. Regardless of what the goal of the marketing activity is - whether it is a new product, brand, product line, or the entire business activity - the development and application of communication forms is the task of marketing. In this article, we provide a theoretical background in the field of marketing communication tools. Based on the analysis of data from surveys in the Slovak Republic and abroad, we found that customers most trust the recommendations from people they know. The results can be used by companies to innovate or modify communication mix tools.