The purpose of this thesis is through a case study and a survey; to examine the most appropriate communication channels between a sender and a receiver. It also aims to make this relationship more effective.
The following questions are to be answered:
1. Which communication channels ought to be used to optimize the message from Skara Näringslivsoffensiv to its target group?
2. Which communication channels is Skara Näringslivsoffensiv planning to use?
3. How can the marketing communication between Skara Näringslivsoffensiv and its target group become more effective?
The conclusion shows that there are considerable differences in mind opinion between Skara Näringslivsoffensiv and its target group when it comes to which communication channels should be used. Also the form of the messages has shown to be difficult to understand which has led to a lack of interest from the target audience. These two factors have contributed to an ineffective marketing communication and can therefore only be improved and become more effective by looking at the needs of the target group.