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USING MASS COMMUNICATION AND MASS MEDIA TO INCREASE THE EFFICIENCY OF INTEGRATED MARKETING COMMUNICATIONS OF CHEMICAL INDUSTRIAL ENTERPRISES
Abstract
Creating marketing communication in an enterprise to integrate all communication tools and effectively unite the efforts of the enterprise in communication with all stakeholders is an essential prerequisite for success on the current markets. In this issue, we often encounter the opinion that the use of mass communication and mass media in the marketing communication mix of businesses, particularly those operating on B2B markets, is on the decline due to the growing differentiation and the pursuit of one-to-one marketing. However, the research shows that their effectiveness, especially in some elements of the marketing communication mix, is not decreasing, but increasing. The great importance of mass communication and mass media for marketing communication of industrial enterprises has also been confirmed by our primary research. This article defines, analyses, and assesses the possibilities of mass communication and mass media in the individual elements of the marketing communication mix of industrial businesses. It presents the results of a primary qualitative survey conducted in selected enterprises operating on the market with chemical products in the Czech Republic. This research also identified, based on individual in-depth interviews with corporate marketing managers, ways how to increase the effectiveness of marketing communication using mass communication and mass media. The attention was particularly focused on the possibilities of using modern communication technologies and means of communication that are often neglected in B2B practice. However, they represent a significant potential for the future. The research outcomes are an important contribution to the development of marketing communication mix tools on B2B markets.
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