Strana 25

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
04/2019

Časopis Marketing a Media je prestižním, mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy, marketingu a médií. Každý týden přináší exkluzivní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi branže, přináší obsahovou inspiraci a současně představuje otevřenou platformu pro kritickou diskuzi.
- Strana 1
  KOMU PATŘÍ
  BIG MAC?
  McDonalds přišel
  o ochrannou známku,
  spor ale nekončí
  KIA: HLAVNĚ
  UVĚŘITELNĚ
  Odpor veřejnosti
  vůči reklamě na
  sociálních sítích sílí
  LOV ZÁKAZNICKÉ
  FRUSTRACE
  Profesor van Belleghem
  a jeho vize zákaznické
  zkušenosti
  O BUDOUCNOSTI
  ZNAČEK
  RENATA
  NĚMCOVÁ
  PIXOVÁ
  04
  28. ledna 2019
  99 Kč / 4,90 €
- Strana 2
  MAM se hodně změnil. Jsem jeho součástí
  deset let. Ato, vjaké kondici je teď, ještě
  nikdy nebyl. Je pestřejší, otevřenější, nebojí
  se vybočovat ahlavně se stále mění. Každým
  číslem. Jsme zté svobody nadšení, protože
  nás oživuje. Každý týden totiž jako poprvé
  hledáme ten ideální mix marketingu,
  reklamy amédií. Baví nás hledat nové
  pohledy, společenské trendy, zajímavá data
  apřekvapivé insighty.
  To všechno jde jen díky vám, našim
  respondentům ačtenářům.
  Díky za inspiraci, díky za věrnost.
  Hana Vacková, redaktorka MAM
  „
  Nečekejte,
  až vám bude
  chybět
  volejte 734 172 316
  pište [email protected]
  objednávejte chcimam.cz
  Předplaťte
  MAM hned
  FM_inz_210x280_MAM_predplatne_Hana.indd 1 25.01.19 19:31
- Strana 3
  
  Marketingová sázka
  na Kaepernicka
  coby symbol sociální
  spravedlnosti vyšla,
  protože byla autentická.
  Pokus o úvod
  do praxe
  komerčního
  konsenzu
  Foto: NFL
  Clay Routledge, bystrý, neúplatný achytrý beha-
  viorální vědec, je podle mého skromného názo-
  ru jediným současným následovníkem Voltaira
  coby mistra aforismů ostrých jako příslovečné
  brašnářské šídlo. Minulý týden Routledge osou
  -
  časnosti napsal, že „žijeme vdobě, kdy velké
  společnosti předstírají zájem osociální sprave
  -
  dlnost, aby prodaly zboží lidem, kteří předstírají
  nenávist ke kapitalismu.“ Myslím, že přesněji
  aktuální stav věcí ještě nikdo nepopsal.
  Nerad bych byl podezírán ze sympatií kVácla
  -
  vu Klausovi staršímu, neviditelná ruka trhu ale
  zase jednou ukázala, že dokáže společenskou
  evoluci kormidlovat nejlepším ze všech uskuteč
  -
  nitelných směrů. Totiž směrem konsenzuálního
  pokroku.
  PUSTÝ KUS SKÁLY
  Každý vnímavý člověk ví, že není vpořádku
  šikanovat aznevýhodňovat menšiny.
  Každý přemýšlivý člověk ví, že nekonečná
  spotřeba není všelékem na nemoci světa.
  Každý trochu nesobecký člověk ví, že eko
  -
  logická šetrnost je nutností, pokud se planeta,
  kterou obýváme, nemá změnit vpustý kus skály
  řítící se bezútěšným vesmírem.
  Existují samozřejmě extrémy na straně těch,
  kdo konsenzus kritizují kvůli pokrokovosti, ať
  už proto, že jí je málo, nebo že je jí moc. Nic proti
  tomu, extrémy představují koryto, kterým více
  méně poklidně protéká řeka dějin.
  Svobodná soutěž na trhu, kapitalismus, ve
  vytváření konsenzu hraje jednu, nikoliv ale je
  -
  dinou zhlavních rolí. Jeho role spočívá vtom, že
  se zmocňuje extrémů, bere si znich to nejpřitaž
  -
  livější aemocionálně nejsilnější, avytváří ztoho
  zboží. Tím nemyslím výlučně housky na krámě,
  ale cokoliv, co se dá zpeněžit, prodat anebo
  použít pro podporu prodeje.
  Chytrý podnikatel musí být vnímavý knála
  -
  dám, citům avášním společnosti. Ne že by bez
  tohoto druhu empatie na trhu nepřežil, ale těžko
  bez něj udělá díru do světa. Krásným příkladem
  citlivého vnímání něčeho tak těžko měřitelného,
  jako je nálada společnosti, byla loňská kampaň
  společnosti Nike. Ta angažovala angažovaného
  fotbalistu Colina Kaepernicka. Vyvolala vášeň,
  diskusi – azvýšila obraty onějakých třicet
  procent.
  Horší je, když kapitalismus zaspí avrhne do
  éteru kampaň zaměřenou na sociální spravedl
  -
  nost, ze které je na první pohled jasný kalkul,
  schéma, stereotyp. Přesně to se stalo Gillette –
  oposlední kampani této společnosti už toho bylo
  napsáno tolik, že psát oní dál, by představovalo
  mrhání místem na papíru.
  To by bylo nudné, neoriginální ataké neekolo
  -
  gické. Aprávě ekologie je dalším zvelkých témat,
  kterých se zmocnil volný trh. Ještě před pár lety
  bylo běžné olidech, kteří volají po šetrnosti
  kživotnímu prostředí, mluvit jako oekoteroris
  -
  tech. Dnes se velké rmy sdružují do různých
  antiplastových lig. Je to obecně považováno za
  projev společenské odpovědnosti – armám to
  dává možnost oslovovat ekologicky uvažující
  zákazníky.
  Neměli bychom ale připustit, aby se jakýkoliv
  podnikatelský záměr stával společensky odpo
  -
  vědným jen proto, že jeho popis obsahuje slova
  jako ekologie, šetrnost azelený. Firmy, které
  osobě takto mluví askutečně se snaží podle
  této proklamace chovat, už se kekologii dávno
  přihlásily.
  Utěch, které to začaly dělat nyní, je na místě
  podrobně zkoumat, jestli nejde jenom oíkový
  list, který má zakrýt fakt, že se ze zákazníků,
  kteří se chtějí chovat ohleduplně kživotnímu
  prostředí, dělají obyčejní hlupáci.
  Ondřej Fér
  
  šéfredaktor
  Dobrý den
  a týden
  03 EDITORIAL
- Strana 4
  Svodka
  Lucie
  Vaníčkové
  Mediální společnost
  CME, která je vlastníkem TV Nova,
  si ponechá své televize včetně Pop
  TV ve Slovinsku. Původně je měla
  získat společnost Slovenia Broad
  -
  band na základě dohody zčer-
  vence2017. Prodej se ale nakonec
  neuskutečnil, transakce nezískala
  souhlas slovinského antimonopol
  -
  ního úřadu. CME tak oznámila, že
  od obchodní dohody ustupuje. Od
  doby, kdy byl obchod domluven, se
  prý hrubý dluh slovenských televizí
  podle CME snížil o30 procent.
  Procter & Gamble,
  Nestlé, Pepsi nebo Unilever jsou
  mezi pětadvaceti rmami, které
  se rozhodly, že některé ze svých
  produktů začnou od léta prodávat
  ve skleněných, plechových či jinak
  znovu použitelných obalech. Vpří
  -
  padě Unileveru se jedná například
  odeodoranty Axe aDove, urmy
  Nestlé to bude zmrzlina Häagen-
  -Dazs, uPepsi zase džus Tropicana.
  Cílem iniciativy je zmenšit zátěž
  pro životní prostředí.
  První novinová společ-
  nost (PNS),
  největší český
  distributor tisku, na valné hromadě
  rozhodla ozměnách ve vedení spo
  -
  lečnosti platných kprvnímu únoru.
  Zpozice předsedy představenstva
  odstupuje Petr Novák, který nadále
  zůstane členem představenstva.
  Novým předsedou se stává Petr
  Chvátal. Zpozice člena předsta
  -
  venstva odstupuje František Ureš,
  který ze společnosti PNS po dohodě
  odchází. Místopředsedou zůstává
  Jindřich Kadeřávek.
  Teta drogerie spouští
  po dvouleté přípravě vlastní
  e -shop. Nabídne vněm až deset
  tisíc produktů za ceny stejné jako
  vkamenných obchodech. Cílovou
  skupinou mají být především
  ženy, které pořizují velké nákupy
  do zásoby adoposud je realizují
  především vsupermarketech
  ahypermarketech.
  Mobilní operátor T Mobile
  jako první vČeské republice před
  -
  stavil robota vplně lokalizované
  verzi snativní češtinou. Humanoid
  -
  ní robot Pepper T Dee má za úkol
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  O vlivu tančících
  pandiček na
  nákup třeba
  tkaniček
  Kamenné prodejny už zcela ote-
  vřeně přiznávají, že pro ně tlak ze
  strany Amazonu adalších online
  velkotržišť začíná být eufemisticky
  řečeno nesnesitelný. Retailery tento
  tlak přiměl ke zkoumání nových
  technologií. Nicola Smithová zBBC
  si všimla, že například společnost
  Nike začala ve svých londýnských
  obchodech využívat koncepty zalo
  -
  žené na virtuální realitě. Reactland,
  jak se systém jmenuje, nechá
  zákazníka obout kecky avyrazit
  do virtuální reality. Možností je
  spousta, lze běhat, skákat avůbec
  libovolně skotačit. Nejpopulárnější
  aprodejně nejefektivnější ale je
  uzákazníků procházka světem,
  který obývají desítky roztomilých
  pand. Černobílí animovaní med
  -
  vídci ze zatím neznámého důvodu
  lidi dokážou přimět, aby si koupili
  sportovní boty. Mám ztoho intent
  -
  zivní pocit, že se světem něco není
  tak docela vpořádku.
  Rovio vráží
  ﬁnskou dýku do
  zad Facebooku
  Co by to bylo za týden, kdyby se
  neobjevila zpráva odalším maléru
  sociální sítě Facebook. Tentokrát
  rána přišla od nské herní společ
  -
  nosti Rovio, která stojí například za
  megaúspěšnými Angry Birds. Rovio
  Zuckerbergovu říši modrého zla
  upozornilo, že během let 2008 až
  2014 zaznamenávalo mimořádné
  zvýšení tržeb za doplňkové služby
  ke svým hrám. Peníze přicházely
  zúčtů nezletilých uživatelů atýkaly
  se služeb, které Rovio propojovalo
  právě sFacebookem. Rovio Face
  -
  book mělo opakovaně upozornit,
  že nechat bezbřeze utrácet děti
  může skončit ukrutným malérem,
  Zuckerberg ajeho manažerská
  parta se ale věcí odmítli zabývat.
  Facebook si podle uniklých mate
  -
  riálů dokonce pochvaloval, že děti
  vůbec nemají pocit, že by ve hrách
  utrácely skutečné peníze aproto
  utrácejí víc. Celkem se bavíme o34
  milionech dolarů, znichž si pro
  sebe Facebook utrhl třetinu.
  Účet za lobbing:
  Miliardy, a čísla
  dál stoupají
  Tlak na vyšetřování obchodních
  praktik velkých technologických
  společností se vběhem roku 2018
  mimořádně vystupňoval. Na gigan
  -
  ty, jakými je Alphabet či Facebook,
  to zatím mělo jediný viditelný
  efekt. Jak upozorňuje agentura
  Bloomberg, výdaje Facebooku na
  lobbování stouply z11,5 milionu
  dolarů vroce 2017 na téměř 13
  milionů dolarů loni. Jen za poslední
  čtvrtletí 2018 to bylo 2,83 milio
  -
  nu dolarů. Autrácelo se ijinde.
  Společnost Google ze skupiny
  Alphabet vydala loni na lobbing ve
  Washingtonu rekordních jedenad
  -
  vacet milionů dolarů. Internetový
  prodejce Amazon zvýšil loni výdaje
  na lobbing na rovněž rekordních
  14,2 milionu dolarů z12,8 milionu
  vroce 2017, přičemž jen ve čtvrtém
  kvartálu to bylo 3,7 milionu dolarů.
  Vůbec nejzajímavější mi na celé věci
  přijde, že Google lobbuje za, ateď
  pozor, užívání opiátů asoučasně za
  přistěhovalectví.
  Svět podle Féra
  Tentokrát převážně technologické záležitosti
  slehkou printovou avintage reklamní vsuvkou
  
  Daňoví
  poplatníci
  budou letos na
  erár pracovat
  174dní, což je
  o100dní
  víc, než kolik
  obvykle trvala
  roční robota
  04
  SCÉNA
- Strana 5
  bavit zákazníky azpříjemňovat jim
  čas strávený vprodejně. Nyní jim
  bude kdispozici vpražské prodejně
  na I. P.Pavlova. Společnost slibuje,
  že snimi povede plnohodnotný
  dialog.
  Valná hromada Unie
  vydavatelů přijala nové stanovy
  azvolila správní radu. Asociace,
  která zastupuje hlavní vydavatele
  periodických titulů, zrušila rozdě
  -
  lení do dvou sekcí (Sekce deníků
  aSekce časopisů). Vdůsledku vývo
  -
  je na trhu, kdy dochází ke spojování
  vydavatelství, to už nepovažuje za
  vyhovující. Navíc ikvůli nástupu
  digitálních technologií se zájmy
  vydavatelů přibližují. Na základě
  upravených stanov byla zvolena
  nová devítičlenná správní rada,
  která bude asociaci řídit do další
  valné hromady.
  Peněžní aplikace Twisto
  svěřila správu voblasti výkon
  -
  nostního marketingu digitální
  agentuře Kofein. Na starosti tak
  bude mít PPC kampaně klienta
  vsystémech Google Ads aSklik.
  Twisto si tyto věci řešilo doposud
  in -house. Agentura pro klienta
  vminulosti zrealizovala vůbec prv
  -
  ní programatickou kampaň přes
  RTB platformu Adform vhudební
  aplikaci Spotify.
  Vladimír Piskáček po
  vzájemné dohodě opouští mediální
  dům Economia. Ve funkci ředitele
  redakcí jej od počátku února nahra
  -
  dí Zuzana Kleknerová, dosavadní
  zástupkyně ředitele redakcí. Ta
  pracuje pro mediální dům od roku
  2001, byla například zástupkyní
  šéfredaktora webu Aktuálně.cz.
  Vydavatelství Mladá fronta
  chystá na jaro nový časopis Active
  Sport zaměřený na aktivní životní
  styl acyklistiku. Novou grackou
  podobu dostal měsíčník Motocykl,
  který upříležitosti 28let na trhu
  vyšel jako dvojčíslo.
  Alpský lyžař Ondřej Bank
  se stal opět hlavní tváří reklamy
  islandského mléčného výrobku
  Skyr zportoia Bohušovické
  mlékárny. Jeho spojení se značkou
  má divákům ukázat, že zdravý
  životní styl, sport akvalitní strava
  ksobě patří. Nový televizní spot
  připravila produkční agentura AZN
  Kru, vedení projektu se ujal Robert
  Janča. Kromě televize se reklama
  objeví ina YouTube adalších on -
  -line platformách.
  Jaromír Soukup,
  podnikatel aředitel TV Barrandov,
  ve svém pořadu Moje zprávy ozná
  -
  mil, že zruší některé své pořady.
  Skončit by měly například Duel či
  Aréna Jaromíra Soukupa. Nechce se
  prý už bavit spolitiky, kteří mluví
  jen otom, „co by se mělo stát“, ale
  nikoliv otom, „co se stane“. Sám
  přitom nedávno založil vlastní
  politické hnutí.
  Cena pro
  Infolab, nový
  Právní rádce
  Dovolte rychlé časopisecké okénko:
  Pravidělně se dočítám proroctví
  oblížícím se armageddonu tiště
  -
  ných médií. Obvykle je pronášejí
  různí digitální evangelizátoři
  aobvykle to skončí vždycky stejně.
  Noviny ačasopisy dál vycházejí,
  zato weby věštící jejich brzký konec
  po pár měsících skončí ajsou
  zapomenuty. Tisku se prostě daří,
  což dokazuje například stříbrná me
  -
  daile, kterou vhodnocení prestižní
  International Creative Media Award
  získal časopis Infolab zvydavatel
  -
  ství Czech News Center (ana jehož
  vzniku se měl autor tohoto textu
  čest podílet). Když už jsme učaso
  -
  pisů, Právní rádce zvydavatelství
  Economia dostal novou grackou
  podobu, kterou považuji za důkaz,
  že oborový časopis určený juristům
  ani zdaleka nemusí vypadat nudně.
  Takže prosím, přestaňme pohřbívat
  print, neboť nás všechny přežije.
  Velký český
  automobilový
  paradox
  Výroba osobních aut vČesku
  se loni zvýšila o1,7 procenta na
  nový rekord 1,437 milionu vozů.
  Rostla již pátý rok vřadě. Produk
  -
  ce největší automobilky Škoda
  stoupla o3,3procenta. Export
  osobních vozidel meziročně vzrostl
  odvě procenta, zatímco domácí
  poptávka o1,7 procenta poklesla.
  Zprávy
  z první
  ruky
  ČESKÝ VOGUE:
  POLOJASNO
  Nedávno český Vogue vydal
  tiskovou zprávu, ve které tvrdí,
  že společnost má pro rok 2019
  velké plány a průměrný prodaný
  náklad je 20 tisíc kusů na číslo.
  Časopis vydavatelství V24 Media,
  ale zatím náklad nenechává
  oﬁciálně ověřovat. Podle
  neoﬁciálních informací prochází
  Vogue složitějším obdobím. Tým
  opustil spoluzakladatel Fabrice
  Biundo i další lidé, kteří stáli
  u letního launche, například Adéla
  Mazánková nebo Šárka Pleslová.
  MAM s dotazem na možné
  problémy oslovil SMS současného
  generálního ředitele Pavla
  Chládka, ten do našeho časopisu
  odeslal zprávu adresovanou své
  PR agentuře, že nebude reagovat,
  ale musí společně vymyslet další
  postup. Na naši žádost o osobní
  setkání už nereagoval. (vin)
  VÍCE AUT NA FACEBOOKU
  Reklamy na Facebooku určené
  zájemcům o koupi auta budou
  relevantnější. Díky nově rozšířené
  funkci Automotive Inventory Ads
  (reklamní katalog vozidel) mohou
  prodejci automobilů oslovit
  více potenciálních zákazníků
  na základě informací, jaké
  stránky na Facebooku, weby či
  aplikace si prohlíželi. Novinka tak
  umožní prodejcům aut sestavit
  automobilový inventář s detaily
  o výrobci, modelu vozu, roku
  výroby či jeho lokaci. Facebook
  poté automaticky vytvoří reklamu
  na míru daným uživatelům.
  Na základě svého nedávného
  výzkumu sociální síť Facebook
  tvrdí, že 63 procent zákazníků
  najde svůj nový vůz online. (luc)
  05
  SCÉNA
  Minulý týden to oznámilo Sdružení
  automobilového průmyslu. Na
  první pohled skvělá zpráva, jenže:
  Automobilky mohou těžit ztrvající
  silné poptávky, dostávají se ale na
  kapacitní limity výroby. Řešení
  je jediné, rozšíření robotizované
  výroby přesně tak, jak to dělá
  koncern Volkswagen. Robotizace
  ale přinese prudký pokles potřeby
  lidské pracovní síly. To znamená
  krizi zaměstnanosti, jež včeském
  prostředí může přinést apodle
  mého skromného soudu také přine
  -
  se sociální krizi. Ještě pár let takto
  koncipovaného ekonomického
  růstu akolem roku 2023 tu máme
  revoluci proletariátu.
  1984!
  Od zahájení prodeje prvního
  počítače Apple, jednoho zprvních,
  který obsahoval zabudovaný displej
  ana svou dobu pokročilé gracké
  rozhraní, uplynulo minulý týden
  vcelku neuvěřitelných pětatřicet
  let. Původní cena legendárního
  macintoshe začínala na 2495
  dolarech– to by se dnes rovnalo asi
  šesti tisícům dolarů, tedy 140tisí
  -
  cům korun. Vprůběhu let se název
  Macintosh zkrátil azměnil až na
  dnešní iMac
  .
  Nemělo by však zapadnout, že
  uvedení tehdejšího Applu do
  -
  provodil jeden znejklasičtějších
  reklamních spotů založených na
  dystopickém Orwellově románu
  1984. Režisér Ridley Scott natočil
  minutové dílo, které dodnes slouží
  jako skoro nedostižný příklad toho,
  čím vším může reklama být– ačím
  velmi často pohříchu není.
  Mimochodem– reklamě 1984 ke
  vstupu do dějin stačilo jediné celo
  -
  národní odvysílání, ato při nále
  Superbowlu
  .
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