Marketing & Media
Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
15/2023
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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STRACH, ČI RADOST?ČTENÁŘI MAJÍ JASNONová studie dala odpověďna otázku, jaký vliv majínegativní titulky článků najejich proklikovost.str. 6GAMING ČEKÁ DALŠÍTĚŽKÝ ROKNa dříve raketově rostoucíherní byznys doléhá krize.Značky si budou vícehlídat návratnost investic.str. 8–11ČESKÁ „LVÍČATA“OPĚT MÍŘÍ DO CANNESLetošní ročník YoungLions způsobil rozruchhned při startu. Porotcimladé talenty chválí.str. 22–23ALZÁK S NÁMIBUDE POŘÁDKLÁRABLAŽKOVÁ1511. dubna 2023125 Kč / 5,94 €Strana 2
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 3
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 16:15Elon Musk splnil, co slíbil. Ateďnení řeč otom, že provokativnězměnil logo Twitteru zmodrésojky chocholaté na psa japon-ského plemene šiba-inu, který jespojený skryptoměnou Dogecoin(kvůli které Musk čelí žaloběpožadující odškodné 258 miliarddolarů, což přesahuje ijehojmění).Vposlední březnový den Twit-ter otevřel svůj algoritmus, podlekterého dochází kzobrazovánípříspěvků ve feedu „For you“. Proněkoho bylo zásadním zjištěním,že „lajky“ zvýší pravděpodobnostzobrazení třicetkrát, zatímcoodpověď na tweet neudělá sjehodosahem vůbec nic. Pro jiné to,že sekce „Pro vás“ vůbec existuje.Těm, kteří tuto temnou stranuTwitteru ještě nepoznali, upřím-ně závidím. Jak trefně pozname-nal Karel Kovář alias Kovy, třicetprocent je zajímavý obsah, sedm-desát procent bullshit atoxickéenklávy. Když pak člověk vystrčíhlavu ze své pečlivě spravované„following“ bubliny, je to trochuoduševní zdraví. Pamatuji si, žejsem kdysi musel přestat sledovatociální účet Jiřího Ovčáčka, pro-tože jsem zjistil, že jeho příspěv-ky mají výrazně negativní vliv namoji náladu. Podobnost stím, coje většinou kpřečtení vdoporuče-ných příspěvcích, je zřejmá.Jedna zargumentací odváž-livců, kteří se nebojí do bahna„For you“ ponořit, zní, že se snažísledovat, jak vývojáři algoritmusnabízených postů postupně ladí.Nevím, jestli ktomu přispělozveřejnění zdrojového kódu, alemožná už knějakému očistnémuprocesu dochází. Když jsem sipřipravoval podklady pro tentotext, toxicita příspěvků byla mini-mální, za to personalizace celkemsolidní. Ikdyž ne úplně dokonalá.„Ženy, nosíte doma podprdu? Jáji ráda sundám, ale chybí mi tapodpora,“ zněl post, který mělbýt „pro mě“. No, těsně vedle.Petr ŽaloudekredaktorJe Twitter„for you“?ALZÁKA SE NEZBAVÍMEVíme, že náš maskot polarizuje, alekdyž je něco neutrální, ani to nikohonenadchne, tvrdí Klára Blažková.str. 14–15ŠTĚSTÍ ČTENÁŘE NETÁHNEJaký vliv mají na proklikovostnegativní slova v titulcích? Novástudie ukázala dopad sociálních sítí.str. 6ČESKÁ LVÍČATA OPĚT VYRAZÍDO CANNESPodle letošní poroty národního kolaYoung Lions byla úroveň vysoká.str. 22 –23GAMING ČEKÁ TEŽŠÍ ROKHerní segment se musí vyrovnats poklesem ekonomiky, značky sitaké více hlídají návratnost investic.str. 8 –13Foto na titulní straně: BOHUMIL POSPÍŠILZADAVATELÉ A ZNAČKYZADAVATELÉ A ZNAČKY MÉDIA A TRHKOMUNITAEDITORIALStrana 4
04SvodkaHell Energy si na komu-nikační strategii značky inovéřady Ice Coee vybrala agenturuInsighters. Agentura poskytneslužby voblasti media relationsaproduktového PR.Kiwi.com oživilo kVeliko-nocům svou podzimní kampaňscestovními hacky navazujícína novou identitu značky. Užpři produkci do ní tvůrci vložili„easter eggs“, skryté odkazy nadestinace. Kdo je odhalí, soutěžíovoucher na letenky.Stiebel Eltron, výrobcetepelných čerpadel, si na zastře-šení kompletních PR služeb zvolilskupinu Konektor. Chtějí zdůraz-ňovat témata spojená se zelenouenergetikou.Orlen Benzina rozšířilapartnerství sAutodromem Most,podporuje též závodní tým JaníkMotorsport anový mezinárodnízávod veteránů Oldtimer OrientExpress.Sbarvouven, organizacepodporující LGBT+ komunitu,vybrala přes 101 tisíc korun, kterézajistí fungování podpůrné skupi-ny vOstravě na celý rok.Metronome Pragueodhalil kompletní program proletošní ročník. Návštěvníkyfestivalu, který se koná od 21. do24.června2023 na Výstavišti Pra-ha, čeká sedm samostatných scénsvíce než 80 hudebními projektyčítajícími přes 300 umělců.Packeta získala klubové -nancování od konsorcia Citibank,Česká spořitelna aUniCreditBank vhodnotě jedné miliardykorun. Chce jej využít pro posíle-ní své pozice na stávajících trzích,budování infrastruktury anazvyšování kvality azákaznickéspokojenosti.PR Klub pořádá 26.dubnavEnforum event space od 15:00akci PR Work zaměřenou natéma Moderní PR ve nančnímsektoru.VÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNEUDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAFanta mění logo,zbavila se listuNejdříve Sprite, poté konkurečníPepsi ateď iFanta. Další zglobál-ních značek sycených limonád sedočkala nové verze svého loga.Vpřípadě produktu zportfoliamateřské společnosti Coca-Colanavíc dojde poprvé ksjednocenívizuálu napříč všemi světovýmitrhy.Aktualizovaná podoba vycházízloga, které bylo uvedeno vEv-ropě před šesti lety (vUSA dosudFanta využívala variantu zroku2010). Má podobně hranaté pís-mo astejnou inverzní modrobíloubarvu. Upouští však od barevné-ho kruhu azeleného listu. „Přiosvěžení jsme se snažili vytvořitkaždý prvek značky tak, aby bylodvážný aikonický. Naším cílembylo, aby logo obstálo včase asta-lo se rozpoznatelným po celémsvětě,“ vysvětlila ředitelka prodesign Sue Murphy.Fanta byla založena vroce1940 aje druhou nejstarší znač-kou společnosti Coca-Cola. Jakdodala Sue Murphy, její identitaalogo se od uvedení na trh výraz-ně vyvíjely.E-commercestále klesáObrat e-commerce vČesku za1. čtvrtletí se meziročně propadlo13 procent. Vyplývá to ze zprávyeCommerce Insider společnostiHeureka.cz. Průměrná hodnotaobjednávky stagnovala na úrovni1380 korun, když se nejvíce dařilokategorii sedacích soustav sná-růstem o210 procent. „ZůstávámeSvět podle MAMKrize e-commerce trvá, CZC slaví 25 let a módnířetězec se snaží zvýšit povědomí o značceMeta chceuž letossvou umělouinteligencivyužívatkomerčně, budetak co do hledáníprakickéhovyužití AInásledovatGoggleZdroj: COCACOLAZPRÁVYStrana 5
05optimističtí aočekáváme, že se trhvkvětnu vrátí knormálu,“ předpo-vídá Tomáš Braverman, generálníředitel skupiny Heureka.CZC slaví: Kdotohle nezná,není geekRetrospektivní kampaní slavívdubnu čtvrtstoletí své existencehrdá dvojka na trhu selektro-nikou CZC. Zákazníkům vnípřipomíná největší technologickémilníky jednotlivých let.První generace herní konzolePlayStation, domácí vypalovacíCD mechaniky, spuštění Face-booku či prodej „véčkových“ tele-fonů. To jsou ikonické produktyuvedené během působení CZC načeském trhu, na které značka od-kazuje claimem: Kdo tohle nezná,jako by nebyl geek.„Ipo 25 letech na trhu si stáledržíme naši geekovskou DNA, díkykteré známe potřeby zákazníků.Aproto jsme se rozhodli oslavitnarozeniny stylově azavzpomínatna legendární produkty, kterév90. letech platily za technologic-kou špičku,“ doplňuje Milan Duda,ředitel marketingu CZC.Kreativu kvýročí připravilmarketingový tým CZC. Běží navšech interních komunikačníchkanálech avizuály odkazují napočátky CZC na českém trhu.Zároveň ji doplňují 25procentníslevy na vybrané zboží.Takko Fashionv nové kampanipřekvapujeVnové celoevropské kampanidiskontní řetězec soblečenímTakko Fashion sází na překva-pení. Voriginále jim říká „Oh!“neboli „aha“ momenty. Jednakchce shravostí ukázat, jak lidépodle rmy reagují, když zjistí,ojakou značku se jedná, apak téžpřekvapením zkvality zboží.„Jako diskontní řetězec zamě-řující se na kvalitní módu si dá-váme za cíl vyvolat uzákazníkůdobrý pocit zmódy dostupné prokohokoli. Kampaň pro jaro alétomá reprezentovat naši novou stra-tegii brandu, chceme vybudovatvětší povědomí označce,“ uvedlgenerální ředitel Takko FashionTjeerd Jegen.Vedle nízkých cen produk-tů tak Takko zdůrazňuje nověpředstavený „brand purpose“,smysl značky. Do něj se počítákvalita aspolečenská odpověd-nost reprezentovaná napříkladspoluprací snadací Fair WearFoundation azlepšení pracov-ních podmínek zaměstnancůmódního průmyslu.Kampaň pro jaro aléto, kterábyla připravena ve spoluprácisněmeckou agenturou Service-plan Cologne, je určena pro všech17 evropských trhů společnosti,včetně Česka. Lokální adaptace sebudou do konce května objevovatvtisku avonlinu. Růst povědomíoznačce má podle Tjeerda Jegenadoprovodit zároveň expanzepoboček, které také procházejímodernizací pro lepší nákupnízážitek. Na domácím německémtrhu se spot bude vysílat poprvépo dlouhé době ivtelevizi.Televize A 11bude celoplošnáTři názvy během půl roku. Toje skóre původně Regionálnítelevize, která se loni vlistopadupo změně vlastníka majoritníhopodílu přejmenovala na Náš Regi-on TV, aby na konci tohoto měsícese vstupem do celoplošnéhopozemního vysílání nesla nověznačku A11. Tedy jméno mediálnískupiny, která ji ovládá.„Nadešel čas posunout nášbyznys odalší kus dál. TelevizeA11 nabídne zábavu azpravodaj-ství skutečně pro všechny apevněvěříme, že si udiváků najde svémísto,“ uvedl ředitel azakladatelmediální skupiny Aleš Zavoralstím, že do budoucna jsou vplánuidalší tematické kanály.Televize, jejíž ředitelkou zůstá-vá zakladatelka Eva Stejskalová,vsadí na regionální zpravodajství,akviziční lmovou aseriálovounabídku, ale ivlastní tvorbu.Počítá smoderovanou hlavnítřicetiminutovou zpravodajskourelací azábavnými pořady Mladýsvět, publicistickým Zaostřeno,talkshow Světlá hodinka sJarosla-vem ařada dalších. Na obrazovceA11 se objeví známá jména, napří-klad Jaroslav Dušek, Josef Klímači Bára Hlaváčková.„Jsme rádi, že se vceloplošnémpozemním vysílání objeví vkrátkédobě již druhý nový kanál,“ uvedlMiloš Mastník, generální ředitelČeských Radiokomunikací.Zdroj: TAKKO FASHIONZPRÁVYInzerceMĚSÍČNĚOSLOVÍMEVÍCE NEŽwww.lurity.comLIDÍlurity print 210x99.indd 1lurity print 210x99.indd 1 04/04/2023 14:0504/04/2023 14:05Strana 6
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