New Tools for Effective Marketing Communications

	Abstract: Successful companies are aware of the needs for long-term strategic development, which 

	is based on relationship marketing with customers. That is necessary to touch the customers’ emo-

	tion and irrationality of purchase decision. For this touch, companies use marketing communication

	tools to increase own sales. Adequate communication could create optimal background for effective 

	marketing. The article is focused on dependency between genders and marketing communication

	tools. The objectives of this research are to verify dependence intensity of marketing communication 

	in connection with respondents and to identify impacts the marketing communication and to de-

	scribe trend in communication. The research was aimed by random chosen group of young people 

	in the Czech Republic. 

	Key words: Marketing Communication · New Trends · Performance · Gender 

	JEL Classification: M31 · M59 

	1 Introduction 

	Nowadays, companies operate in strong competitive environment than ever. They have to improve 

	own ways of management which must correspond with the world’s changes. The emergence of 

	whole marketplace contributes high competition for all products change in customer behavior, mar-

	ket globalization, environmental awareness and social benefit in global market between all compa-

	nies. The businesses, which are focused into future, cannot use only traditional techniques for cor-

	porate progress. It is necessary to come up with new ideas, to be different from competitors in order

	to survive in global market. 

	Communication is not only one tool for presentation inside company, but in interaction with ex-

	ternal stakeholders as customers, business partners, suppliers etc. Therefore, by mean communica-

	tion is possible to talk about marketing communication. Marketing communication is the tool by 

	which company could influences customer behavior and creates competitive advantage. The pur-

	pose is to inform, convince and remind of brand, company and products in direct or indirect ways. 

	Marketing communication includes both of commercial and non-commercial communication to

	support corporate marketing strategy (Kotler & Keller, 2012). According the turbulent times, it is 

	necessary that companies have to improve current processes to meet new challenges. It is caused

	because of entering business environment into new economic stage. This stage is created thanks to

	IT advancement, rapid development of internet and mobile phones which bring down costs of mar-

	keting communication (Kotler & Caslione, 2009). With technology progress there is possible to 

	obtain new ways to overbid own goods and services. Companies which use traditional communica-

	tion tools influence customers through representative groups, agents or research agencies. That

	approach lacks enough direct interaction with consumers which is crucial. 

	According classical concept of communication, it is obvious, that marketers have control of the 

	flow of communications through the media. New communication media use model with interactivi-

	ty and digital media (Winer, 2009). Their substantiality is utilization via new technology (especially

	internet) because of customer's feedback. The concept of communication flow has become more

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