Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

30/2020

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

    KAMPANĚ NA IMAGE ,
    SOUTĚŽE I EXPANZI
    Provozovatelé čerpacích
    stanic se snaží oslovit
    zákazníky, kterých během
    léta v Česku zůstane víc.
    str. 14–16
    MASO ROZDĚLUJE
    GENERACE
    Pro mladší spotřebitele
    je v rozhodování o koupi
    masa důležitá kvalita
    života zvířat.
    str. 20–22
    VÍCE ZÁBAVY
    PRO PLNĚNÍ SNŮ
    ALEŠ VESELÝ
    30
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  • Strana 2

    objednávejte na chci.mam.cz nebo na tel.: 735 707 420
    VIDEOKONFERENCE
    TRENDEM Z NUTNOSTI
    Vlivem práce z domova
    skokově vzrostlo využívání
    nástrojů pro videohovory.
    Trh čeká ještě další růst.
    str. 6–9
    KVALITATIVNÍ VÝZKUM
    ONLINE?
    Hloubkové rozhovory
    iskupinové diskuse mohou
    probíhat na internetu.
    Máto však svá pravidla.
    str. 16–18
    SLAVIT BUDEME
    S NOVOU TVÁŘÍ
    VĚRA
    KOMÁRO
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    VIDEOKONFERENCE
    TRENDEM Z NUTNOSTI
    Vlivem práce z domova
    skokově vzrostlo využívání
    nástrojů pro videohovory.
    Trh čeká ještě další růst.
    str. 6–9
    KVALITATIVNÍ VÝZKUM
    ONLINE?
    Hloubkové rozhovory
    iskupinové diskuse mohou
    probíhat na internetu.
    Máto však svá pravidla.
    str. 16–18
    SLAVIT BUDEME
    S NOVOU TVÁŘÍ
    VĚRA
    KOMÁROVÁ
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    tištěný časopis
    MAM
    PRINT
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    DIGITAL
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    KOMPLET
    MAM print + MAM digital + online
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    akce z cyklu Forum Media
    MAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1 23.07.2020 20:0423.07.2020 20:04
  • Strana 3

    Sibývajícími týdny po prvot-
    m rozvolnění vládních opatře
    proti šíření koronaviru zíná
    t stále více zřejmé, že život se
    do norlních kolejí, jaký býval
    ještě vúnoru, jen tak nevrátí.
    Změny mohou být mnohem
    dalekohlejší, než si je řada lidí
    stále ochotna připustit. Najdou se
    itací, kteří se nebojí tvrdit, že tře-
    ba cestování už se nikdy nevrátí
    do podoby, vjaké jej většina lidí
    znala. Myslí si to spoluzakladatel
    ubytovací platformy Airbnb Brian
    Chesky.
    „Svět cestová, tak jak jsme
    ho znali ještě vlednu, se nikdy ne-
    vrátí. Tímto tvrzením jsem si hod-
    ně jistý. My jsme strávili dvanáct
    let budováním našeho podnikání
    ahem šesti týdnů jsme ztratili
    čtyři pětiny hodnoty,” řekl vroz-
    hovoru pro Yahoo Finance.
    Změny ve spotřebitelském
    chování se týkají idovolených —
    prázdné pražské hotely mohou
    vyprávět. Lidé se totiž kvůli
    nejistotě budou méně vydávat
    na vzdálená místa amísto letu
    do Řecka si raději zajedou autem
    kvodě ve svém státě.
    Dokud nebude nalezena účin-
    ná vakcína, opatření se mohou
    stále měnit vzávislosti na nových
    ohniscích aznovu zasahovat do
    ekonomiky jednotlivých sektorů.
    Premiér Babiš sministrem
    zdravotnictví Vojtěchem uvedli
    minulý týden za pouhý den tři
    různé termíny, od kdy se opatře
    zpřísní. To lidem klid nedodá,
    plánujte si při takových změnách
    co...
    Jeden nebo pár nakažených
    může změnit situaci rychle — ať
    už jde ohorky zOKD, nebo
    ípad zPrahy, kde se vnočním
    klubu nakazilo přes 100 lidí
    a270skončilo vkaranténě.
    Vnaprostou komedii se pak
    změnilo dohrání první fotbalové
    liy. Třem klubům — Příbrami,
    Karviné aOpavě — hrozil sestup,
    do druhé liy by spadl nejhorší
    ztrojice. Hráči Karviné už si ka-
    ranténou prošli apodle dohody
    se liga měla dohrát. Ovšem podle
    domluvy klubů, pokud se objeví
    další nakený, liga už se znovu
    posunout nedá atím pádem zní
    nikdo nesestoupí.
    Asi se dalo očekávat, jak to
    skončí, nechci nikoho pode-
    ívat zčeho nekalého, ale
    pro sponzory je uitě zásadní
    rozdíl, zda klub hraje prv
    nebo druhou ligu. Našlo se proto
    hodně lidí, kteří tvrdili, že liga se
    určitě nedohraje. Ale vlastně je
    e vnormálu, protože Příbram
    bosse Jaroslava Starky zprvní liy
    opět nesestoupí.
    Přeji příjemné čtení!
    Pavel Hejkrlík
    redaktor
    Bez vakcíny
    nový normál
    03
    EDITORIAL
    lidí se v rozpočtu na osobu při letošní dovolené vejde do částky
    10 tisíc korun, loni si s touto sumou muselo vystačit 27 procent do-
    zaných, uvádí průzkum platební aplikace Twisto. Více než 20 tisíc
    korun na osobu plánuje utratit 16 procent respondentů.
    Číslo týdne
    52 %
    Foto na titulní straně: VOJTĚCH RESLER
    Společnost Sazka je partnerem
    aktuálního vydání Marketing & Media
    ČERPACÍ STANICE
    LOTERIE
    SAZKA ROZŠÍŘÍ PORTFOLIO
    HER, CÍLÍ NA VĚTŠÍ ZÁBAVU
    Tuzemská loterijní jednička má velké
    plány isnovým virtuálním studiem,
    podporou esportů iSazka Klubem.
    str. 8 –11
    EVENTY
    POŘADATELÉ MAJÍ NAHNÁNO
    Bleskové zrušení akcí vOstra
    znervóznilo organizátory v celém
    Česku. Ti z Moravskoslezského kraje
    chystají hromadnou žalobu.
    str. 6 –7
    BENZÍNKY LÁKAJÍ ZÁKAZNÍKY
    NA LETNÍ KAMPANĚ
    Benzina buduje značku, MOL soutěží
    odměňuje loajalitu, EuroOil rozšiřuje
    síť islužby aTank ONO bojuje cenou.
    str. 14 –17
    RETAIL
    MASO ROZDĚLUJE GENERACE
    Mladí spotřebitelé se při nákupu
    masa řídí jinými věcmi, než starší
    generace. Způsob zacházení se
    zvířaty je pro ně velmi důležitý.
    str. 20 –22
    RETAIL
    SLIBNÁ BEZOBALOVÁ
    BUDOUCNOST JE V OHROŽENÍ
    Epidemie vrátila do prodejen obaly
    asrostoucí oblibou online nakupování
    se jejich používaní ještě zesílí.
    str. 23
  • Strana 4

    Slunečná
    a Sestřičky
    Televizní skupina Prima bude
    na podzim sázet na další díly
    úspěšného seriálu Slunečná.
    Premiérové díly serlu se objeví
    na obrazovkách již 25. srpna sno-
    vými tvářemi (Denisa Nesvačilo-
    vá, Vladimír Polívka, Kristýna Ko-
    ciánová, Eva Joseíková). Kromě
    toho uvede inovinku Sestřky
    Modrý kód, která navazuje na
    íhy znemocnice vRubavě
    avíce rozvine osudy jednotlivých
    postav. První díl nabídne vsobo-
    tu 29. srpna, daí díly dostanou
    tradiční čas vpondělí ave středu
    ve 20.15.
    Daí novinkou je zábavná show
    Zlatá maska, vníž hvězdní detek-
    tivové pomáhají lidem odhalit,
    jaká slavná zpívající tvář se skrý-
    vá pod maskou. Desetidílná show
    poběží na hlavním kanále Prima
    od 5. září ve 20.15.
    Na obrazovky se vrátí iZdeněk
    Pohlreich scukrářkou Ivetou
    Fabešovou vpořadu Šéfem za pár
    minut. Prima nabídne novinky
    ivmci hobby pořadů. KVychy-
    távkám Ládi Hrky, Receptáři
    Prima nápadů aLibovkám Pepy
    Libického přibudou Fachmani.
    Milovníky domácích zvířat potěší
    nový pořad Prima mazlíček.
    Pokračovat budou izábav-
    né pořady Show Jana Krause,
    7pádů Honzy Dědka iPrima
    Partička, také Prostřeno nebo
    pořad Poklad způdy. Stancie CNN
    Prima News během podzimního
    vysílání posílí odva zpravodajské
    bloky, které doplní odpoled
    kontinuální vysílání.
    Svodka
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    Svět podle MAM
    Podzimní schéma Primy, nábory
    vAlze avirtlní fanoušci
    Nike potvrdila,
    že hodlá znit
    organizaci
    vedení ataké
    propouštět,
    což by jí mělo
    vdůsledku
    ušetřit 200 až
    250 milio
    dolarů
    Publicis Group je první
    vřadě největších komunikních
    skupin, která zveřejnila výsledky
    za druhé čtvrtletí. Tby jí klesly
    o13 procent, což je méně než se
    původně očekávalo. Dosáhly
    2,3miliardy eur. Tby vEvropě
    nicméně klesly o 23,5 procenta.
    DDB bude mít od září nového
    glolního šéfa. Stane se jím
    dosavadní ředitel novozélandské
    pobky Marty O‘Halloran. Wen-
    dy Clark odešla do vedení Dentsu
    Aegis Network.
    Tencent spustila vČíně
    vmci chatovací aplikace We-
    Chat nový nástroj pro prodejce na
    vytváření virtlních obchodů.
    WeChat Minishop je posta-
    ven proti konkurenci Alibaby
    aJD.com.
    Facebook vyvinul novou
    metodu, která by měla pomo-
    ci identikovat apředcházet
    špatnému jednání, jako například
    spamům, nechtěným prodejním
    nabídkám, prodeji zbraní nebo
    drog. Nechtěné jední ny
    simuluje umělá inteligence.
    CME vykázala vČesku ve dru-
    hém čtvrtletí provozní zisk mezi-
    ročně o35 procent nší, dohl
    20,9 milionu dolarů (472,4mil.
    Kč). Čisté výnosy pak klesly na
    45,9 milionu dolarů (1,037 mld.
    Kč) — o29 procent. Firma ozmi-
    la, že transakce vmci převzetí
    CME skupinou PPF, by měla být
    dokončena do 27. října.
    Twitter ozmil, že jeho pří-
    jmy zreklamy klesly o23 procent.
    Naopak rostla počet uživatelů
    ijejich zapojení. Uživatelská
    kladna se rozšířila na 186 mili-
    onů, což představuje meziroční
    růst o34 procent.
    Coca-Cola ozmila, že
    se hodlá zbavit svých „zombie“
    značek azaměří se na nejzisko-
    vější řady. Firma má nyní zhruba
    400 hlavních značek, zčehož
    asi polovinu tvoří různé národ
    brandy generující jen dvě procen-
    ta obratu.
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    Foto: TV PRIMA
    04
    ZPRÁVY
  • Strana 5

    Alza nabírá
    a rozšíří boxy
    Zatímco většina rem na trhu
    vzhledem knejasné budouc-
    nosti ovlivné opatřeními
    kolem pandemie koronaviru
    spíše vkává ado větších akcí
    nebo expanze se nepouští, Alza
    jde opačnou cestou. Vdruhém
    čtvrtletí přijala 30nových tváří
    avnáboru pokračuje. Hledá jak
    lidi do marketingu, tak imanaže-
    ry pro B2B segment nebo vendor
    specialisty.
    Kromě toho Alza ozmi-
    la plán na výrazné rozšíře
    vlastních výdejních schránek —
    AlzaBoxů. Největší český e-shop
    vsoučasnosti provozuje ve třech
    zemích celkem 205 AlzaBoxů.
    Vplánu je mít po celé ČR dohro-
    mady přes 600 boxů, zhruba
    300na Slovensku a100 vMaďar-
    sku. Úložné boxy dostupné 24/7
    se rmě velmi osvědčily ihem
    koronakrize jako bezpečné abez-
    kontaktní místo při vyzvedávání
    objednávek.
    Kdalšímu rozšiřování sítě chce
    Alza přizvat města, obce, veřejné
    instituce army, které mohou
    prostřednictvím formuře po-
    žádat oustění AlzaBoxu dle je-
    jich potřeb. Alza také připravuje
    obchodní model na bázi franšízy,
    který by umožnil partnerům čer-
    pat zprovozování úložné schn-
    ky idalší výhody. Tento model
    by měla rma spustit vdruhé
    polovině letošního roku.
    Virtuální diváci
    na stadionech
    Sportovní liy po celém světě
    jsou postiženy opatřeními kolem
    koronaviru atak se zápasy hrají
    na prázdných stadionech bez di-
    ků apotřebné bouřlivé kulisy.
    Objevily se už třeba pokusy dávat
    do hledtě vytištěné kartonové
    postavy apouštět umělé skando-
    ní. Nejen vylací společnosti
    proto hledají zsoby, jak zážitek
    bez diváků vylepšit. Vsobotu
    odstartovala sezona americké ba-
    seballové liy MLB astanice Fox
    News za pomoci nové technologie
    plánuje fanoušky do ochozů im-
    plementovat uměle. Diváci, ktí
    vypadají jako postavy zpočítačo-
    vé hry The Sims, skandují, bučí,
    ale jsou schopni udělat imexic-
    kou vlnu. Komentátor Joe Buck
    ze stanice ESPN uvedl, že uměle
    idaný jásot fanoušků využije
    iliga amerického fotbalu NFL
    vípadě, že stadiony zůstanou
    uzavřené. Špalská La Liga nebo
    anglická Premier League si zase
    řev fanoušků vypůjčily ze spor-
    tovní hry FIFA. Podobně ibas-
    ketbalová NBA, která startuje na
    konci července, zvuje nasazení
    zvuků ze hry NBA 2K. Navíc podél
    iště vamerickém Orlandu
    jsou nainstalovány velkoplošné
    obrazovky.
    Unilever přidá
    v reklamě
    Rychloobrátkový koncern svými
    výsledky předčil očekávání
    adle generálního ředitele Alana
    Jopeho prokázal svou odolnost.
    Společnost mimo jiné mezir-
    ně o49procent zvýšila online
    prodeje. Vprůběhu pandemie
    Unilever, do jehož portfolia patří
    znky jako Axe, Cif, Algida adal-
    ší, přesunul velkou část marketin-
    gového rozptu směrem kaktu-
    álně preferovam produktům
    (jako hygienické prostředky),
    nyní však doufá, že bude výdaje
    opět navyšovat ivostatních
    kategoriích. Prohšení jednoho
    znejvětších světových zadavatelů
    reklamy bude mít vliv na náladu
    celého reklamho trhu.
    AKA má opět
    nové vedení
    Dva měsíce po té, co se po dra-
    matické volbě prezidenta dostal
    do čela Asociace komunikních
    agentur Marek Slek, má AKA
    opět nové vedení. Mimořád
    valná hromada svolaná na pod-
    nět 14 členů odvolala prezidium
    iprezidenta aznovu volila podle
    nových stanov, díky nimž prezi-
    denta volí celá valná hromada, ne
    jen prezidium. Do čela AKA byl
    opět zvolen Jan Binar zMcCann
    Praha, jenž před nástupem Sle-
    ka asociaci vedl od roku 2012.
    Inzerce
    Foto: FOX SPORTS
    05
    ZPRÁVY
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  • Strana 27

  • Strana 28

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