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.
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KAMPANĚ NA IMAGE ,SOUTĚŽE I EXPANZIProvozovatelé čerpacíchstanic se snaží oslovitzákazníky, kterých běhemléta v Česku zůstane víc.str. 14–16MASO ROZDĚLUJEGENERACEPro mladší spotřebiteleje v rozhodování o koupimasa důležitá kvalitaživota zvířat.str. 20–22VÍCE ZÁBAVYPRO PLNĚNÍ SNŮALEŠ VESELÝ3027. července 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKryt na telefons logem.Chrání a sluší!bez DPH40 0www.reklama-centrum.cz/TIPStrana 2
objednávejte na chci.mam.cz nebo na tel.: 735 707 420VIDEOKONFERENCETRENDEM Z NUTNOSTIVlivem práce z domovaskokově vzrostlo využívánínástrojů pro videohovory.Trh čeká ještě další růst.str. 6–9KVALITATIVNÍ VÝZKUMONLINE?Hloubkové rozhovoryiskupinové diskuse mohouprobíhat na internetu.Máto však svá pravidla.str. 16–18SLAVIT BUDEMES NOVOU TVÁŘÍVĚRAKOMÁROVÁ2920. července 202099 Kč / 4,90 €www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIProční 3 500 Kčdvouleté 6 000 Kčroční 3 500 Kčdvouleté 6 000 Kčroční 5 000 Kčdvouleté 10 000 Kčroční 10 000 Kčdvouleté 20 000 KčVIDEOKONFERENCETRENDEM Z NUTNOSTIVlivem práce z domovaskokově vzrostlo využívánínástrojů pro videohovory.Trh čeká ještě další růst.str. 6–9KVALITATIVNÍ VÝZKUMONLINE?Hloubkové rozhovoryiskupinové diskuse mohouprobíhat na internetu.Máto však svá pravidla.str. 16–18SLAVIT BUDEMES NOVOU TVÁŘÍVĚRAKOMÁROVÁ2920.července 202099Kč/ 4,90€www.reklama-centrum.cz/TIPBatoh, 29 x 43 cm,kapsa pro notebook,s kabelembez DPHTIPKabel 3v1Lightningmikro USBUSB-Cbez DPH49www.reklama-centrum.cz/TIPušetřete až14 000 Kčušetřete až34 000 KčSLAVIT BUDEMES NOVOU TVÁŘÍVĚRAKOMÁROVÁPředplaťte siMarketing & Mediatištěný časopisMAMPRINTčasopis na webu nebo ve čtečceMAMDIGITALMAMKOMPLETMAM print + MAM digital + onlinearchiv + vstup Forum Media FocusMAMEXPERTMAM print + MAM digital + onlinearchiv + vstup Forum Media +vstup Forum Media Focusa získejte vstup na všechnyakce z cyklu Forum MediaMAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1MAM_inzerce_predplatne_210x280_MAM_2020_28.indd 1 23.07.2020 20:0423.07.2020 20:04Strana 3
Spřibývajícími týdny po prvot-ním rozvolnění vládních opatřeníproti šíření koronaviru začínábýt stále více zřejmé, že život sedo normálních kolejí, jaký bývalještě vúnoru, jen tak nevrátí.Změny mohou být mnohemdalekosáhlejší, než si je řada lidístále ochotna připustit. Najdou seitací, kteří se nebojí tvrdit, že tře-ba cestování už se nikdy nevrátído podoby, vjaké jej většina lidíznala. Myslí si to spoluzakladatelubytovací platformy Airbnb BrianChesky.„Svět cestování, tak jak jsmeho znali ještě vlednu, se nikdy ne-vrátí. Tímto tvrzením jsem si hod-ně jistý. My jsme strávili dvanáctlet budováním našeho podnikáníaběhem šesti týdnů jsme ztratiličtyři pětiny hodnoty,” řekl vroz-hovoru pro Yahoo Finance.Změny ve spotřebitelskémchování se týkají idovolených —prázdné pražské hotely mohouvyprávět. Lidé se totiž kvůlinejistotě budou méně vydávatna vzdálená místa amísto letudo Řecka si raději zajedou autemkvodě ve svém státě.Dokud nebude nalezena účin-ná vakcína, opatření se mohoustále měnit vzávislosti na novýchohniscích aznovu zasahovat doekonomiky jednotlivých sektorů.Premiér Babiš sministremzdravotnictví Vojtěchem uvedliminulý týden za pouhý den třirůzné termíny, od kdy se opatřenízpřísní. To lidem klid nedodá,plánujte si při takových změnáchněco...Jeden nebo pár nakaženýchmůže změnit situaci rychle — aťuž jde ohorníky zOKD, nebopřípad zPrahy, kde se vnočnímklubu nakazilo přes 100 lidía270skončilo vkaranténě.Vnaprostou komedii se pakzměnilo dohrání první fotbalovéliy. Třem klubům — Příbrami,Karviné aOpavě — hrozil sestup,do druhé liy by spadl nejhoršíztrojice. Hráči Karviné už si ka-ranténou prošli apodle dohodyse liga měla dohrát. Ovšem podledomluvy klubů, pokud se objevídalší nakažený, liga už se znovuposunout nedá atím pádem znínikdo nesestoupí.Asi se dalo očekávat, jak toskončí, nechci nikoho pode-zřívat zněčeho nekalého, alepro sponzory je určitě zásadnírozdíl, zda klub hraje prvnínebo druhou ligu. Našlo se protohodně lidí, kteří tvrdili, že liga seurčitě nedohraje. Ale vlastně jevše vnormálu, protože Příbrambosse Jaroslava Starky zprvní liyopět nesestoupí.Přeji příjemné čtení!Pavel HejkrlíkredaktorBez vakcínynový normál03EDITORIALlidí se v rozpočtu na osobu při letošní dovolené vejde do částky10 tisíc korun, loni si s touto sumou muselo vystačit 27 procent do-tázaných, uvádí průzkum platební aplikace Twisto. Více než 20 tisíckorun na osobu plánuje utratit 16 procent respondentů.Číslo týdne52 %Foto na titulní straně: VOJTĚCH RESLERSpolečnost Sazka je partneremaktuálního vydání Marketing & MediaČERPACÍ STANICELOTERIESAZKA ROZŠÍŘÍ PORTFOLIOHER, CÍLÍ NA VĚTŠÍ ZÁBAVUTuzemská loterijní jednička má velképlány isnovým virtuálním studiem,podporou esportů iSazka Klubem.str. 8 –11EVENTYPOŘADATELÉ MAJÍ NAHNÁNOBleskové zrušení akcí vOstravěznervóznilo organizátory v celémČesku. Ti z Moravskoslezského krajechystají hromadnou žalobu.str. 6 –7BENZÍNKY LÁKAJÍ ZÁKAZNÍKYNA LETNÍ KAMPANĚBenzina buduje značku, MOL soutěžíodměňuje loajalitu, EuroOil rozšiřujesíť islužby aTank ONO bojuje cenou.str. 14 –17RETAILMASO ROZDĚLUJE GENERACEMladí spotřebitelé se při nákupumasa řídí jinými věcmi, než staršígenerace. Způsob zacházení sezvířaty je pro ně velmi důležitý.str. 20 –22RETAILSLIBNÁ BEZOBALOVÁBUDOUCNOST JE V OHROŽENÍEpidemie vrátila do prodejen obalyasrostoucí oblibou online nakupováníse jejich používaní ještě zesílí.str. 23Strana 4
Slunečnáa SestřičkyTelevizní skupina Prima budena podzim sázet na další dílyúspěšného seriálu Slunečná.Premiérové díly seriálu se objevína obrazovkách již 25. srpna sno-vými tvářemi (Denisa Nesvačilo-vá, Vladimír Polívka, Kristýna Ko-ciánová, Eva Joseíková). Kromětoho uvede inovinku SestřičkyModrý kód, která navazuje napříběhy znemocnice vRubavěavíce rozvine osudy jednotlivýchpostav. První díl nabídne vsobo-tu 29. srpna, další díly dostanoutradiční čas vpondělí ave středuve 20.15.Další novinkou je zábavná showZlatá maska, vníž hvězdní detek-tivové pomáhají lidem odhalit,jaká slavná zpívající tvář se skrý-vá pod maskou. Desetidílná showpoběží na hlavním kanále Primaod 5. září ve 20.15.Na obrazovky se vrátí iZdeněkPohlreich scukrářkou IvetouFabešovou vpořadu Šéfem za párminut. Prima nabídne novinkyivrámci hobby pořadů. KVychy-távkám Ládi Hrušky, ReceptářiPrima nápadů aLibovkám PepyLibického přibudou Fachmani.Milovníky domácích zvířat potěšínový pořad Prima mazlíček.Pokračovat budou izábav-né pořady Show Jana Krause,7pádů Honzy Dědka iPrimaPartička, také Prostřeno nebopořad Poklad způdy. Stancie CNNPrima News během podzimníhovysílání posílí odva zpravodajskébloky, které doplní odpoledníkontinuální vysílání.SvodkaVÝBĚR ZPRÁVZ UPLYNULÉHO TÝDNESvět podle MAMPodzimní schéma Primy, náboryvAlze avirtuální fanoušciNike potvrdila,že hodlá změnitorganizacivedení ataképropouštět,což by jí mělovdůsledkuušetřit 200 až250 milionůdolarůPublicis Group je prvnívřadě největších komunikačníchskupin, která zveřejnila výsledkyza druhé čtvrtletí. Tržby jí kleslyo13 procent, což je méně než sepůvodně očekávalo. Dosáhly2,3miliardy eur. Tržby vEvropěnicméně klesly o 23,5 procenta.DDB bude mít od září novéhoglobálního šéfa. Stane se jímdosavadní ředitel novozélandsképobočky Marty O‘Halloran. Wen-dy Clark odešla do vedení DentsuAegis Network.Tencent spustila vČíněvrámci chatovací aplikace We-Chat nový nástroj pro prodejce navytváření virtuálních obchodů.WeChat Minishop je posta-ven proti konkurenci AlibabyaJD.com.Facebook vyvinul novoumetodu, která by měla pomo-ci identikovat apředcházetšpatnému jednání, jako napříkladspamům, nechtěným prodejnímnabídkám, prodeji zbraní nebodrog. Nechtěné jednání nynísimuluje umělá inteligence.CME vykázala vČesku ve dru-hém čtvrtletí provozní zisk mezi-ročně o35 procent nižší, dosáhl20,9 milionu dolarů (472,4mil.Kč). Čisté výnosy pak klesly na45,9 milionu dolarů (1,037 mld.Kč) — o29 procent. Firma oznámi-la, že transakce vrámci převzetíCME skupinou PPF, by měla býtdokončena do 27. října.Twitter oznámil, že jeho pří-jmy zreklamy klesly o23 procent.Naopak rostla počet uživatelůijejich zapojení. Uživatelskázákladna se rozšířila na 186 mili-onů, což představuje meziročnínárůst o34 procent.Coca-Cola oznámila, žese hodlá zbavit svých „zombie“značek azaměří se na nejzisko-vější řady. Firma má nyní zhruba400 hlavních značek, zčehožasi polovinu tvoří různé národníbrandy generující jen dvě procen-ta obratu.UDÁLOSTIPOHLEDEM REDAKCEMARKETING & MEDIAFoto: TV PRIMA04ZPRÁVYStrana 5
Alza nabíráa rozšíří boxyZatímco většina rem na trhuvzhledem knejasné budouc-nosti ovlivněné opatřenímikolem pandemie koronaviruspíše vyčkává ado větších akcínebo expanze se nepouští, Alzajde opačnou cestou. Vdruhémčtvrtletí přijala 30nových tváříavnáboru pokračuje. Hledá jaklidi do marketingu, tak imanaže-ry pro B2B segment nebo vendorspecialisty.Kromě toho Alza oznámi-la plán na výrazné rozšířenívlastních výdejních schránek —AlzaBoxů. Největší český e-shopvsoučasnosti provozuje ve třechzemích celkem 205 AlzaBoxů.Vplánu je mít po celé ČR dohro-mady přes 600 boxů, zhruba300na Slovensku a100 vMaďar-sku. Úložné boxy dostupné 24/7se rmě velmi osvědčily iběhemkoronakrize jako bezpečné abez-kontaktní místo při vyzvedáváníobjednávek.Kdalšímu rozšiřování sítě chceAlza přizvat města, obce, veřejnéinstituce army, které mohouprostřednictvím formuláře po-žádat oumístění AlzaBoxu dle je-jich potřeb. Alza také připravujeobchodní model na bázi franšízy,který by umožnil partnerům čer-pat zprovozování úložné schrán-ky idalší výhody. Tento modelby měla rma spustit vdruhépolovině letošního roku.Virtuální divácina stadionechSportovní liy po celém světějsou postiženy opatřeními kolemkoronaviru atak se zápasy hrajína prázdných stadionech bez di-váků apotřebné bouřlivé kulisy.Objevily se už třeba pokusy dávatdo hlediště vytištěné kartonovépostavy apouštět umělé skando-vání. Nejen vysílací společnostiproto hledají způsoby, jak zážitekbez diváků vylepšit. Vsobotuodstartovala sezona americké ba-seballové liy MLB astanice FoxNews za pomoci nové technologieplánuje fanoušky do ochozů im-plementovat uměle. Diváci, kteřívypadají jako postavy zpočítačo-vé hry The Sims, skandují, bučí,ale jsou schopni udělat imexic-kou vlnu. Komentátor Joe Buckze stanice ESPN uvedl, že umělepřidaný jásot fanoušků využijeiliga amerického fotbalu NFLvpřípadě, že stadiony zůstanouuzavřené. Španělská La Liga neboanglická Premier League si zaseřev fanoušků vypůjčily ze spor-tovní hry FIFA. Podobně ibas-ketbalová NBA, která startuje nakonci července, zvažuje nasazenízvuků ze hry NBA 2K. Navíc podélhřiště vamerickém Orlandujsou nainstalovány velkoplošnéobrazovky.Unilever přidáv reklaměRychloobrátkový koncern svýmivýsledky předčil očekáváníadle generálního ředitele AlanaJopeho prokázal svou odolnost.Společnost mimo jiné meziroč-ně o49procent zvýšila onlineprodeje. Vprůběhu pandemieUnilever, do jehož portfolia patříznačky jako Axe, Cif, Algida adal-ší, přesunul velkou část marketin-gového rozpočtu směrem kaktu-álně preferovaným produktům(jako hygienické prostředky),nyní však doufá, že bude výdajeopět navyšovat ivostatníchkategoriích. Prohlášení jednohoznejvětších světových zadavatelůreklamy bude mít vliv na náladucelého reklamního trhu.AKA má opětnové vedeníDva měsíce po té, co se po dra-matické volbě prezidenta dostaldo čela Asociace komunikačníchagentur Marek Slezák, má AKAopět nové vedení. Mimořádnávalná hromada svolaná na pod-nět 14 členů odvolala prezidiumiprezidenta aznovu volila podlenových stanov, díky nimž prezi-denta volí celá valná hromada, nejen prezidium. Do čela AKA bylopět zvolen Jan Binar zMcCannPraha, jenž před nástupem Sle-záka asociaci vedl od roku 2012. InzerceFoto: FOX SPORTS05ZPRÁVYStrana 6
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