Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
25/2019

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
  VŠE O CANNES
  LIONS 2019
  Českým pracem se na
  prestižním festivalu
  dařilo méně než
  v minulých letech
  VELKÝ VÝZKUM MÉDIÍ
  A SOCIÁLNÍCH SÍTÍ
  Kterým médiím
  konzumenti přestali věřit?
  Mají radši Facebook,
  nebo YouTube?
  VÍME, CO MAJÍ ŠPIČKY
  OBORU V MOBILU
  Nová rubrika se dívá
  osobnostem komerční
  komunikace na
  domovskou obrazovku
  RŮST
  PO ITALSKU
  RADEK
  DRÁB
  25
  24. června 2019
  99 Kč / 4,90 €
- Strana 2
  MONETA ŽIVNOSTNÍK ROKU
  VODAFONE FIRMA ROKU
  14.
  
  
  
  10 NEJLEPŠÍCH
  V KAŽDÉM KRAJI
  
  30. ČERVNA
  
  FR_inzerat_MAM_210x280_uzaverka.indd 1 03.05.19 16:30
  Stovka osobností a řečníků s unikáním know-how
  Desítka workshopů a inspirativních tipů
  Jedna velká oslava novodobé české reklamy
  SAVE THE BUSINESS
  JAK ŘÍDIT ZNAČKU VDOBĚ,
  KDY NÁS ŘÍDÍ ZÁKAZNÍK
  Světová elita komunikace a byznysu v Praze
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Vstupenky
  Early Bird již v prodeji!
  www.forummedia.cz
  Nabídka platí do 20. července nebo do vyprodání.
- Strana 3
  Tohle
  už smrdí
  Příběh první: Slibovat právničce
  Kláře Kalibové na sociální síti „vy
  -
  trávení pomocí jedu novičok“ je dle
  českých soudů přestupek. Pachatel
  zaplatí pokutu, Ústavní soud dodal,
  že neexistuje subjektivní právo
  poškozeného domáhat se stíhání
  konkrétního pachatele.
  Příběh druhý: Odehrál se
  
  vpůvabném pražském parku Let-
  ná. Společensky unavený muž na
  letní zahrádce na kohosi křičel, že
  mu rozbije hubu. Nijak se nicméně
  neměl ktomu, aby svoje hrozby spl
  -
  nil, stejně jako pachatel vyhrožující
  Kláře Kalibové. Přesto byla do pár
  minut na místě policie. Muže dosti
  nevybíravým způsobem zpaciko
  -
  vala, spoutala aodvezla.
  Leží tu před námi dva případy,
  které jsou si podobné. Obsahují
  výhružky, potenciální nebezpečí.
  Letenský opilec je příkladem toho,
  jak vpodobných situacích má
  fungovat ochranná role státní moci.
  Druhý příběh ukazuje, jak stát
  
  vtéto úloze selhává.
  LAJKY MÍSTO BANŮ
  Hodně se mluví otom, že je třeba
  proti výhružkám aofenzivnímu
  chování vprostředí sociálních sítí
  zakročit. Čas od času se snepřimě
  -
  řenou slávou některý odpudivý zjev
  zdiskusí dostane před soud.
  
  Všedé zóně se ale takových příbě-
  hů, znichž mnohé končí tragédie-
  mi, odehrávají tisíce. Nikdo se
  onich nedozví, jen agresoři jsou
  den ode dne útočnější.
  Nejspíš se lze shodnout, že by
  pomohla efektivní forma nějaké
  mediální výchovy, či lépe pojme
  -
  nování sebeobrany. Pokusy tu jsou,
  ale tahle rybí chcíplotina páchne
  od hlavy, vtomto případě od hlavy
  státu.
  Je těžké čistit bahno sociálních
  sítí vokamžiku, kdy nejvyšší ústav
  -
  ní činitel získává přehled osvětě
  zřetězových mailů, teletextu (po-
  kud mu ho nejbližší spolupracov-
  níci právě nevypnou) ado počítače
  si instaluje dětské porno. Hradní
  mluvčí Jiří Ovčáček jako správný
  věrný Stoupa vede twitterové války
  skýmkoliv, kdo ho ještě
  
  vrámci mentální hygieny neblo-
  kuje. Neschopnost orientovat se ve
  světě moderní komunikace opako
  -
  vaně dokládá zveřejňováním svých
  citlivých osobních údajů.
  Ztuposti, neznalosti asprostoty
  se stává norma: Místopředseda
  Sněmovny Okamura na svém face
  -
  bookovém prolu nechává lynčovat
  novinářku Českého rozhlasu. Zdeň
  -
  ce Trachtové Okamurovi voliči přejí
  mnohonásobné znásilnění–
  
  aOkamura místo banů rozdává
  lajky. Na Facebooku jedné
  
  zkomerčních televizí zase správci
  nechali běžet ještě nechutnější
  útoky na pirátskou europoslankyni
  Gregorovou.
  Obecnou morálku určují média
  apolitici. Chtít od médií, aby plnila
  kultivační úlohu, by bylo vtržním
  prostředí pošetilé– chtít od nich,
  aby neposkytovala prostor obsahu,
  který se pohybuje na hraně či za
  hranou protiprávnosti, je ale na
  místě. Ato ina jejich prolech na
  sociálních sítích.
  Mohly by se tomu věnovat třeba
  mediální rady místo toho, aby se
  stávaly prodlouženými údy svých
  politických bossů, nebo aby si
  vnich neúspěšní novináři léčili
  komplexy anemuseli se odebrat na
  pracák.
  Apokud jde opolitické elity,
  které využívají sociální sítě kšíření
  nenávisti, stačilo by je ignorovat.
  Bohužel na ně jako na opilce zLetné
  nejde zavolat četníky.
  
  Ondřej Fér
  
  šéfredaktor
  SAVE
  THE
  BUSINESS
  JAK ŘÍDIT ZNAČKU
  VDOBĚ, KDY NÁS
  ŘÍDÍ ZÁKAZNÍK
  Světová elita komunikace abyznysu vPraze
  KONFERENCE FORUM MEDIA
  23/10/2019
  CUBEX CENTRUM PRAHA
  Stovka osobností ařečníků
  sunikáním know -how
  Desítka workshopů
  ainspirativních tipů
  Jedna velká oslava novodobé
  české reklamy
  FM_inz_103x280_konference_earlybird-Rockland.indd 1 21.06.19 19:36
  Inzerce
- Strana 4
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  SÚKL zahájil
  okurku
  České onlinové obci se stala hroz-
  ná věc. Twitterový účet Státního
  ústavu pro kontrolu léčiv (SÚKL)
  zničehonic na rýpavé dotazy
  přestal reagovat sobvyklou letar
  -
  gickou vstřícností. Místo toho se
  choval ironicky, několikrát použil
  smajlíka avůbec odmítl dělat fac
  -
  kovacího panáka komukoliv, kdo
  se zrovna rozhodl zchladit si žáhu
  na „sockách“ instituce. Rozhořčení
  domácí twitterové obce zaznělo až
  ve zpravodajství Deníku N, Čes
  -
  kého rozhlasu či Lidovek. Škoda,
  že SÚKL vyměkl asvou chvilko
  -
  vou asertivitu začal svádět na
  experimenty nastavování zrcadel.
  Sám si podkopl židli. Nemělo by
  ale zapadnout, že rozhořčení nad
  tím, že se státní instituce na sítích
  nechová jako poddajný fackovací
  panák, je pokrytecké.
  Dotazy na sociálních sítích se často
  nepokládají, aby se tázající něco
  dozvěděl. Cílem je zábava. Občas
  prostě úředníkovi za počítačem
  dojde trpělivost. Neměla by, ale
  stává se to. Když už se to ale stane,
  proč nemít trochu nadhledu?
  Strefovat se do někoho apak si
  stěžovat, že si taky rýpnul, oprav
  -
  du není nutné. Jinak bych dodal,
  že kauza SÚKL nám odstartovala
  okurkovou sezonu.
  Markova
  Libra
  Samozřejmě je mi známo, že my
  novináři bychom se měli vyhý
  -
  bat různým klišé amudroslovím
  jako čert kříži, abychom nakonec
  nesplakali nad výdělkem aneměli
  zostudy kabát. Vpřípadě posled
  -
  ního nápadu Marka Zuckerberga si
  ale nemůžu pomoci: Žádný strom
  neroste do nebe.
  Nyní kvěci: Zuckerbergův
  Facebook před dvěma týdny ohlásil
  plán přijít svlastní kryptoměnou
  jménem Libra. Anarazil na síly,
  které jsou mocnější než jakákoliv
  vyšetřovací komise sebectihodněj
  -
  šího zákonodárného sboru. Narazil
  na velké nančníky.
  Agentura Bloomberg citovala
  vyjádření některých znich. „Nesmí
  se stát samostatnou měnou,“ říká
  jeden. „Zastavte práci na projektu
  Libra dřív, než vyvoláte nevyzpyta
  -
  telné síly,“ varoval druhý.
  Přiznám se, že mi tlustí bankéři
  sprsteny adoutníky nikdy nebyli
  sympatičtější, než když jsem četl
  tato vyjádření.
  Horší je, že se sZuckerbergem
  nakonec nejspíše nějak dohodnou.
  Ve hře je totiž potenciál asocia
  -
  ce, kterou Facebook pro správu
  vlastní měny ve Švýcarsku založil.
  Členy už je eBay, Uber, Visa či
  PayPal, a další přibývají.
  Mysteriózní
  úspěchy
  Skutečný úspěch přichází, když
  se něčeho, co vymyslíte, chopí
  byznysoví mastodonti azačnou to
  používat při prodeji svého zboží.
  Parádně uspěl seriál Netixu
  Stranger Things. Znenápadné
  -
  ho produkčního počinu se stal
  fenomén, přičemž si celé skupiny
  tržních amediálních analytiků, so
  -
  ciologů apsychologů, antropologů
  alozofů lámou hlavu, proč se to
  vlastně stalo. Společnost Nike kaž
  -
  dopádně vyhodnotila jako klíčový
  faktor úspěchu Stranger Things
  dokonalou znalost reálií osmdesá
  -
  tých let– avypustila na trh remake
  své kolekce zroku 1985.
  Burger King, který ostatně
  poslední dobou marketingově
  jede bomby zvíci atomovek, zase
  přichystal speciální edici Upside
  Down Whopper, odkazující na
  temný paralelní svět Stranger
  Things. Kdo si ho objedná, dostane
  úplně adočista obyčejný burger, jen
  ho dostane na tác položený vzhůru
  nohama. Kdostání bude Upside
  Down Whopper jen na jedenácti
  místech, což je odkaz na Eleven,
  jméno jedné zhlavních postav série
  Stranger Things.
  Aby byl úspěch Stranger Things
  úplně dokonalý, blíží se vydání
  knižního prequelu kcelé sérii.
  Tento počin dává vzpomenout na
  jiného mistra monetizace okrajo
  -
  vých žánrů, Davida Lynche, který
  stejně vytěžoval svou ságu Twin
  Peaks. Akde všude ještě Stranger
  Things potkáme? Voděvním řetězci
  H & M. Vmobilech, kam míří hra
  vyvíjená nským studiem Next
  Games.
  Suma sumárum: Netix si poprvé
  vyzkoušel práci smerchandisingem
  azdá se, že se mu to povedlo. Snad
  se jeho manažeři nerozhodnou mer
  -
  chem zaplavit trh. Určitě by vydělali,
  ale pozor, aby Netix nepřišel ourči
  -
  tou výlučnost, která zjeho sledování
  dělá statusovou záležitost.
  
  Svět podle Féra
  Okurková sezona na Twitteru,
  Libra a obyčejné věci vzhůru nohama
  
  Unijní ochranná
  známka
  německého
  výrobce
  sportovního
  oblečení
  a obuvi Adidas
  sestávající ze
  tří paralelních
  pruhů je
  neplatná.
  Foto: NETLIX
  04
  SCÉNA
- Strana 5
  Svodka
  Lucie
  Vaníčkové
  Televize Prima se vrací
  do rukou podnikatele Ivana Zacha.
  Prostřednictvím jím ovládané rmy
  THR Media kupuje 75% podíl rmy
  Denemo Media Vladimíra Komára.
  Zbylých 25 procent vDenemo už
  drží Zachem ovládané GES Media
  Asset. Firma Denemo Media získala
  poloviční podíl vroce 2017 od švéd
  -
  ské MTG. Druhou polovinu televize
  vlastní také Ivan Zach prostřednic
  -
  tvím GES Holdingu.
  Media Strategy, rma
  zaměřující se na mediální audit
  akonzultanství vzemích střední
  
  avýchodní Evropy, posiluje port-
  folio služeb voblasti vyhodnoco-
  vání efektivity online reklamy. Za
  tímto účelem tak rozjíždí dceřinou
  společnost Media Stratey Digital
  spobočkami vPraze aVaršavě.
  Zpozice výkonného ředitele ji
  povede Ondřej Kotouč, který má
  zkušenosti zmediálních skupin
  OMG či IPG Mediabrands. CEO celé
  skupiny je nadále její zakladatel
  Jaroslav Kovařík.
  UEFA, Unie evropských
  fotbalových asociací, přichází
  svlastní streamovací platformou.
  Na adrese UEFA.tv nabídne pořady
  na vyžádání ivybrané živé přenosy.
  Obsah bude pro uživatele dostup
  -
  ný zdarma, podmínkou je pouze
  registrace.
  Media Bohemia žádá
  RRTV opřevedení svého podílu ve
  stanici Radio Zet na jeho původní
  -
  ho vlastníka, Active Radio (dříve
  Lagardere Active). Strategickým
  partnerem se Media Bohemia stala
  vroce 2016. Poslechovost ivýkon
  stanice mluveného slova se ale přes
  spojené úsilí nepodařilo zastavit.
  Podle posledních výsledků měření
  Radioprojekt stanici denně poslou
  -
  chá devět tisíc lidí.
  Česká televize spustila
  vHbbTV novou verzi své nejna
  -
  vštěvovanější aplikace– iVysílání.
  Kromě změny designu přibyly
  nové funkce včetně možnosti
  sledování obsahu přímo zwebu ČT
  či tematické členění pořadů dle vy
  -
  braných žánrů. Aplikace iVysílání
  zahrnuje celý video archiv České
  televize, tedy pořady vysílané od
  roku 2006.
  Adform, technologická plat-
  forma zaměřená na online reklamu,
  usiluje okonsolidaci oboru. Spouští
  Trusted Partner Program, který
  umožňuje inzerentům zcelého
  světa konsolidovat aoptimalizovat
  jejich outsourcované služby ainte
  -
  grační procesy. Zadavatelům rekla-
  my slibuje, že jim zajistí přístup
  kvybraným prověřeným partne-
  rům. Jen voblasti programatické
  reklamy za posledních deset let
  vzniklo více než 5 tisíc společností.
  Český rozhlas si od
  Evropské vysílací unie nechal
  zpracovat peer -to -peer review, tedy
  hodnotící zprávu ojeho působení.
  Podle ní rozhlas dobře naplňuje
  svou roli média veřejné služby.
  Zpráva dále doporučuje, aby ČRo
  více veřejně propagoval to, co jej
  odlišuje od ostatních mediálních
  organizací, aargumentoval tím
  
  vdebatě onavýšení koncesionář-
  ského poplatku. Ten vsoučasné
  době činí 45 korun měsíčně.
  Jaromír Soukup,
  ředitel mediální agentury Médea
  ivydavatelství Empresa Media,
  rozjel další podnikání, tentokrát
  provoz e -shopu. Spolu solympioni
  -
  kem Robertem Změlíkem vněm na-
  bízejí sportovní vybavení, doplňky
  stravy, ale itřeba nábytek či hračky.
  Provoz e -shopu zajišťuje společnost
  Shop TV 69, vníž má každý zjme
  -
  novaných poloviční podíl.
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  Inzerce
  SCÉNA
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- Strana 32
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