Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
13/2023
Časopis Marketing & Media je prestižním a vlivným oborovým médiem. Věnuje se byznysové komunikaci, reklamě a médiím. Každý týden přináší exkluzívní rozhovory se zajímavými osobnostmi z branže a s těmi, kteří zodpovídají za marketingové rozpočty. Obsahem inspiruje, odhaluje trendy a podporuje kritickou diskuzi.
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POTÍŽE TIKTOKU JENTAK NESKONČÍUmladých populární síť sebrání varování úřadů, alezákazy užívání aodchodyzní zvažují další značky.str. 8–11CO ČEKÁ NA EVENTYV METAVERSU?Budoucnost eventů seukrývá ve virtuální realitě.Cesta do ní však budeještě chvíli trvat.str. 16–17EXTRA RETAIL:SÁZKA NA ZMĚNUProbíhající krize zcelazásadně ovlivňuje chováníspotřebitelů. Jak se retailse změnami vyrovnává?str. 19–27MOTIV DVOJEKFUNGUJE SKVĚLEMILANDUDA1327. března 2023125 Kč / 5,94 €Strana 2
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InzerceOFICIÁLNÍ VOZY25.–27. 4. 2023www.reklama-fair.cz28. VELETRH REKLAMY, POLYGRAFIE, OBALŮA INOVATIVNÍCH TECHNOLOGIÍRP_OBALY_23_210x99.indd 1RP_OBALY_23_210x99.indd 1 16.06.2022 16:1516.06.2022 16:15Pořád umírají lidé kvůli Ruskemrozpoutané válce vEvropě, krizerostoucích nákladů po celémsvětě také zatím neskončila,společnost je čím dál tím vícerozdělená na všech kontinentechsnad svýjimkou Antarktidy,vČesku řešíme obavy obezpečídat na TikToku, vUSA opět při-bývá útoků na LGBT komunitu.Pokračovat ve výčtu problémůdoby by se dalo dál adál. Najdouse ale značky, které mají křešeníještě závažnější záležitosti.Třeba brand Jack Daniel’sdo-hnal až kNejvyššímu souduUSA výrobce psích hraček VIPProducts. Prodává totiž pískacíhračku nápadně podobnou lahvislovutné Tenessee whiskey na-zvanou „Bad Spaniels Silly Squea-ker“. Asvěte, div se, dovoluje sina etiketě vtipkovat otom, že setakový zlobivý pes může vykáletna „Tenessee koberec“.Pro značku je to do nebe volají-cí, bojuje za své ochrané známkyavdokumentech pro soud říká,že „miluje psy aoceňuje dobrýhumor, ale ještě raději má svézákazníky anechce, aby je někdomátl asociací dobré whiskeyspsím hovínkem“. VIP Productsse brání prvním dodatkem ame-rické ústavy, který řeší svoboduslova iprávo parodie. Obdobněsi ostatně střílí izjiných značekhračkami jako „Doggie Walker“,„Canine Cola“ nebo „MountainDrool“. Uprvního soudu to JackDaniel’svyhrál, uodvolacího pro-jel ateď otom za smíchu divákůrozhoduje Nejvyšší soud.Chápu, že to značce můžepřipadat jako parazitovánína jejím „pečlivě budovanémdobrém jméně“, ale není to vtétosouvislosti opravdu absurdní?Vždyť gumovou pískající lahev siskvalitní whiskey splete snad jenněkdo, kdo má vkrvi tolik pro-mile alkoholu, že by si ji nezvládlkoupit ani přes e-shop, natož sipro pití dojít do Zverimexu. Tiby dobrému jménu slovutnéhobrandu prospěli?Jakub KřešničkaredaktorBoj o značkujako boj o h...KDYŽ JE EVENT UDRŽITELNÝVedle budoucnosti v metaversu bylavelkým tématem letošního EventFestu také udržitelnost eventů.str. 16 –17KROTIT MIKÝŘE SE NEVYPLÁCÍ„Kontrola nad obsahem je uMikýřevelmi malá,“ říká ospolupráci MilanDuda, marketingový ředitel CZC.str. 12–13RETAIL A SÁZKA NA ZMĚNUSkoková změna nákupního chováníspotřebitelů staví retail před výzvu,jak se s probíhající krizí vyrovnat.str. 19–27TRABLE TIKTOKU POTRVAJÍVarování NÚKIB odhání od sítěinstituce iznačky. Další rmy odchodplánují aladí budoucí strategii.str. 8 –11Foto na titulní straně: BOHUMIL POSPÍŠILONLINE A SOCIALZADAVATELÉ A ZNAČKY ZADAVATELÉ A ZNAČKYZADAVATELÉ A ZNAČKYEDITORIALStrana 4
04SvodkaLidl se stal globálním part-nerem fotbalového Eura, ježbude příští rok hostit Německo.Spolupráce chce využít iprozdůraznění zdravého stravováníaaktivního životního stylu.De’Longhi Group si prokomunikaci značek De’Longhi,Kenwood aBraun Household načeském islovenském trhu vybralvtendru agenturu Loosers.AOV, Asociace online vydavate-lů, se rozrostla očtyři nové členy.Vbřeznu vstoupila do oborovéorganizace skupina Prima, In-vestigace.cz, ABC Media aInre-gion.cz. Počet členů asociace takstoupl na pětadvacet.Ogilvy, agentura ze sítě WPP,spustila pro oslovení mladýchtalentů výběrový vzdělávacíprojekt Nulťák. Šanci má celkem40lidí, kteří zaujmou motivační-mi materiály.Translando, platforma promanagement překladu produktů,zapojila AI nástroje DeepL aChat-GPT. Chce tak e-shopům ušetřitčást nákladů na překladatele čicopywritery.Šestka, pražské obchodnícentrum, si na poskytováníslužeb voblasti komunikace nasociálních sítích, public relationsapřípravy eventů vybralo vten-dru agenturu VMLY & R.Platforma ePoptávkazprůzkumu mezi 2330 živnost-níky armami zjistila, že téměř80procent znich nemá problémse získáváním zakázek, celkovousituaci pozitivně vnímá 45 pro-cent respondentů, nábor zaměst-nanců plánuje jen 34 procenta.Dáme jídlo spustilo novouslužbu pro rmy. Nabízí doru-čení jídla avybraného zboží naworkshopy, konference adalšísetkání až ve 170 městech vČR.Shoptet pořádá 17.květnapátý ročník veletrhu ReshopervPVA Expo vpražských Letňa-nech. Poradí e-shopům, jak růstdíky efektivitě.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAČeši v placení zaTV zaostávajíTéměř polovina českých divákůza televizi neplatí asleduje pouzevolně šířené stanice dostupnévdigitálním pozemním vysílání.Vyplývá to zvýzkumu Atmediaindex za druhé pololetí roku 2022.Placenou televizi sledujeprostřednictvím některéhozoperátorů jen 57 procent divákůve věku 1569 let. Ač jejichpočet vposledních letech roste,stále nedosahuje úrovně vjinýchevropských státech, ato včetněSlovenska. Tam za televizi platí95procent diváků.Nejvyužívanější platformou jev Česku (ale ina Slovensku) IPTVakabelová televize (62%). „PrávěIPTV zažívá vposlední doběvelký boom. Diváci si zvykli nanové možnosti sledování televize,jako je například zpětné zhléd-nutí televizních pořadů,“ říkáPavel Müller, vedoucí výzkumuamarketingu mediálního zastupi-telství Atmedia. Češi za placenoutelevizi vprůměru vydají389 korun měsíčně.Snížení investicdo marketinguškodí prodejůmZe zjištění Behavio aAsociacekomunikačních agentur (AKA)vyplývá, že 4 z5 značek, kterévposledních třech letech snížilyrozpočty na marketing, se napůvodní prodeje zatím nevrátily.Značky, které zrušily reklamuvmasmédiích, po roce zazname-naly o16 procent nižší prodeje,po pěti letech pak dokonceo58procent. Nejméně postihujeomezení výdajů velké korporace,nejtvrdším dopadům naopak čelímenší značky. „Od vrcholovýchpředstavitelů rem slýcháme,že musejí šetřit na rozpočtu namarketing, protože na tom nenírma dobře. Ukazuje se, že tentopřístup je krátkozraký. Vkraj-ních případech může dojít ikeztrátě pozice na trhu ve prospěchkonkurence, která se rozhodlarozpočet na komunikaci zachovatnebo dokonce posílit, díky čemužse jí podařilo oslovit izákazníky,kteří by jinak volili jinou cestu,“říká šéa digitální sekce AKAAdéla Krausová.Historická data ukazují, žeznačky, které vrecesi zvýšilyvýdaje na marketing azvolilyagresivnější přístup ke komu-nikaci, dosahovaly ve srovnánís brandy, které komunikaciomezily úplně, o256 procentvyšších prodejů. Díky udrženíkomunikace zároveň stouplaloajalita zákazníků aklesla jejichcenová citlivost.Svět podle MAMProč Češi neplatí za televizi a co přinášejíškrty v marketingových rozpočtechPetr Dvořákbude znovukandidovat napost generálníhoředitele ČT.Prý k tomudospěl po jistémzvažování.Přihlášky končí17. dubnaZPRÁVYStrana 5
Tento rok slavíme již 25 let činnosti v České republiceTento rok slavíme již 25 let činnosti v České republice.. V polygrafii ofsetového a digitálního tiskujsme ušli dlouhou cestu a vždy s jasným cílem – být nejlepší. V kvalitě tisku vždy o krok napřed.Od běžného tiskového formátu až po největší XXL tiskové technologie.Od běžného tiskového formátu až po největší XXL tiskové technologie.D&S Design Prague,D&S Design Prague, člen skupiny Gerin, je spolehlivým dodavatelem tiskovin ve špičkové kvalitě. Nejjemnějšítiskové rastry současnosti (FM stochastika) v celé formátové škále polygrafické výroby, vysoce jakostnísvětlostálé barvy zaručující dlouhodobě prozářený tisk, výstupy pod polygrafickou normou ISO 12647.Katalogy, brožury, prospekty, výroční zprávy, časopisy, mapy, plakáty A0/B0 i XXL. Outdoorové tiskoviny:oboustrannéoboustranné citylighty, billboardy, megaboardy. POS stojany, veškeré klasické i XXL POS/POP produkty.D&S Design Prague, s.r.o.www.gerin.czNĚKDO NAD KVALITOU V TISKU PŘIMHOUŘÍ OKO.PRO TY OSTATNÍ, JSME TU MY!PRO TY OSTATNÍ, JSME TU MY!JIŽ 25 LET.JIŽ 25 LET.PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.PERFEKTNÍ KVALITA TISKU – ZÁKLADNÍ KÁMEN PROFESIONÁLNÍ MARKETINGOVÉ KOMUNIKACE.230215_EURO_210x280_CONEY_25YEARs.indd 1230215_EURO_210x280_CONEY_25YEARs.indd 1 17.02.2023 11:54:1917.02.2023 11:54:19Strana 6
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