Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

44/2023

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. Aktuální vydání je k dispozici v digitální podobě. Budeme rádi, když si tištěnou verzi předplatíte.

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    44
    
    
    Strach
    z inflace
    ohrožuje
    vánoční
    rekordy.
  • Strana 2

    Pořadatelé a odborní partneři: Hlavní mediální partner: Mediální partneři:Hlavní partneři:
    Partneři:
    9.11.
    O2 universum Praha
    forummedia.cz
    Rezervujte
    si svoje místo
    as!
    Akompletní
    program už zte?
    Prestižakce, kde se vjeden den ana
    jednom místě scházejí všichni, kteří ve světě
    marketingu akomunikace něco znamenají.
    Vaše doporučená dávka informací ainspirace
    od více než 50 špičkových řečníků.
    FM_inz_210x280_MAM_Program_uz_mate.indd 1FM_inz_210x280_MAM_Program_uz_mate.indd 1 27.10.2023 14:1827.10.2023 14:18
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    
    Pro obchodníky je předvánoční období
    nejsilnějším časem vroce, optimisticky čekají
    ina rekordy. Nad hlavami spotřebitelů ale
    pořád visí inace, atak se více rozmýšlejí.
    
    
    
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    AI bez špetky lidství nemůže fungovat.
    Ito je zjištění Správy železnic aagentury
    Brainz Disruptive.
    
    
    
    Náš byznys vyžaduje víc než jen plošné
    oslovení lidí vonlinu aATL prostředí,
    říká Josef Matějovič zJ&T Banky.
    
    
    
    
    kladním problémem je nedostatek
    jednotného právho rámce, který by byl
    schopen efektivně regulovat různé aspekty
    umělé inteligence.
    
    
    
    
    Studie Kantaru pro Marketing Week odhalila
    slabá místa dnešních marketérů.
    
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    
    Samsung sagenturou Chep obrátil naruby
    princip cílení avytvořil rekordní kampaň.
    
    
    
    Nejistá vánoční sezona. Tak zní titulek aktuálho
    hlavního tématu, kterému se věnuje kolega Jakub
    Křešnička. Mimo jiné se dostal ikdatům, jež asi pří-
    liš nepotěší děti. Dvě pětiny Čechů se totiž chys
    během letošních Vánoc šetřit na hračkách (snad se
    tenhle výzkum nedostane do Zpráviček na Déčku).
    Dva zpěti lidí, to není málo. Přesto mám přání,
    aby vípadě jednoho hračřství rodiče, prarodi-
    če ivšichni ostatní šetřili skupy ze 100 procent.
    Protože když někdo ve svém e-shopu prodává vedle
    stavebnic aplyšáků inenávist, měla by být taková
    reakce automatická. Akdyž kní nepřistoupí alibis-
    tičtí dodavatelé, je na řadě zákazník.
    Na české verzi stránek slovenského prodejce
    Dráčik (neplést sDráček.cz!) se textové výstřelky
    majitele Dušana Víglaského objevují mezi pro-
    duktovou nabídkou přes rok. Lidi očkované proti
    covidu má za blázny, LGBTQ+ nazývá úchylkou
    ega, Západ obviňuje zvyprovokování války na
    Ukrajině. Teď přišla řada ina konspirační teorie
    ohledně koniktu Izraele sHamásem.
    Podle Víglaského izraelská armáda úmyslně
    vraždění teroristů nezabránila, aby vytvořila
    minku pro genocidu vGaze. „Takže si povraž-
    dili své obyvatele. Nemají vlastní izraelské lidi za
    nic stejně jako Palestince. Izraelci mají, myslím,
    85procentní proočkovanost třemi dávkami té
    otravy,“ hsá prodejce hraček.
    Když jsem dokončil předchozí odstavec, bylo
    mi zle. Přepisovat tak nenávistnou propagandu
    fyzicky bolelo. Dráčik si tím jen pojistil své místo
    na mém „no-go“ seznamu. Ani by mě nenapadlo
    tam pořizovat vánoční dárky.
    Ikdyby měli ten poslední „tlapkátor“ na světě,
    řeknu dětem pod stromečkem: „Sorry, iJežíšek
    má svědomí.
    Petr Žaloudek
    redaktor
    Šťast anenávist
    
    
    
    
    
    
    
    
    
    MARKETING & MEDIA
  • Strana 4

    , společnost provo-
    zující Jízdní řády IDOS, po
    16letech spolupráce medi-
    álm domem Mafra hledá
    skonzultační rmou Addvery
    vhodného partnera pro pro-
    dej reklamho prostoru na
    webu ivmobilní aplikaci.
    , stanice ze
    skupiny Active Radio, oslavila
    30.výročí. Do programu
    zapojila osobnosti s
    historie. SČeskou mincov-
    nou, která také slaví 30 let,
    připravila zlaté pamět
    medaile vcelkové hodnotě
    přes 600tisíc korun.
     se vkampani
    spojuje sHunger Games ai
    příležitosti vydání pokračová-
    ní lmové série vydává limito-
    vanou edici plechovek.
     roz-
    šiřuje portfolio lifestylových
    magazínů awebů ocestovatel-
    ský magan Koktejl. Mediál
    skupina ho koupila od společ-
    nosti Czech Press Group. Šéf-
    redaktorkou zůstává Barbora
    Slavíková Literová.
     marketplace,
    které vČesku odstartovalo
    vprvní polovině dubna, už
    vzaznamenává 5,5milionu
    návštěvníků měsíč.
     víštím roce zpo-
    malí expanzi azaměří se na
    obnovení ziskovosti, hlav
    ve střední avýchodní Evropě.
    Plánuje otevřít 400 obchodů,
    letos jich bylo 668.
     oznámil spoluprá-
    ci sčeským výrobcem kabelek
    Dara Bags, která původně
    koncem loňského roku ozná-
    mila konec výroby. Prodej
    nyní probíhá na e-shopech
    obou společností aspolupráce
    se týká imarketingu.
     jako první mezi
    potravinovými obchodními
    řetězci společně sNestlé ozná-
    mil zavedení sdílených POS
    stojanů na jednotlivé produk-
    ty. Plánuje tak výrazně snížit
    papírový odpad. 
    
    Komunikační skupina
    WPP oznámila pokles
    tržeb za třetí čtvrtletí
    o1,8 procenta na
    3,5 miliardy liber.
    Snížila ivýhled na
    celoroční výsledky,
    nově očekává růst
    tržeb zpokračujících
    operací mezi 0,5 až
    jedním procentem,
    zatímco dosud
    ekávala rozmezí
    1,5až tři procenta.
    
    
    Proč je důležité komuniko-
    vat výstupy vědy kširoké
    veřejnosti ajak to dělat co
    možná nejlépe? Neotřelé téma
    zpracovává knní příručka
    szvem Science Commu-
    nication: Úvod do komuni-
    kace vědy, kterou vydává
    MatfyzPress.
    Na publikaci se podíle-
    li vědečtí noviři Pavla
    Hubálková aMartin Rychk,
    proděkan FTVS UK Aleš Vlk
    avědecký atašé Britského
    velvyslanectví vČR Otakar
    Fojt. Předmluvu napsal Daniel
    Stach. „Autoři zhmotnili do
    čtivého textu své zkušenosti
    apoznatky. Skoro věřím, že
    řadu popsaných pocitů proží-
    vá k, kdo chce vědu dobře
    popularizovat, zároveň nedě-
    lat laciné zkratky, zachovat si
    vědeckou tvář, apodporovat
    dobrou věc, která komunikaci
    vědy směrem kveřejnosti
    pomůže,“ uvádí Martin Vlach,
    prorektor Univerzity Karlovy
    pro vnější vztahy.
    
    
    
    Na shortlist nejefektivnějších
    evropských kampaní soutěže
    Ee Awards Europe se vkate-
    gorii Positive Change vsekci
    Best of Europe probojoval
    projekt 13 minut od McCann
    Prague pro ČAP. Ten na české
    Ee loni dostal celkem pět
    ocenění— dvě zlaté, dvě
    stříbrné abronz amimo ji
    má istříbrného lva zCannes
    Lions.
    Do evropské Ee se kam-
    paň probojovala jako jediná
    zČeska, kdežto sousední
    Slovensko má pět nalistů.
    i ztoho jsou vkategorii
    Positive Change: Social
    Good— Brands. Uspěly Jandl
    marketing sprojektem Deni-
    ce lásky pro Absolut, MUW
    Saatchi & Saatchi skampa
    #rešpekt pro Slovak Telekom
    aTriad Bratislava sprací
    Hovorte úprimne oduševnej
    nepohode pro pojišťovnu
    Uniqua. Vobdobné kategorii
    pro neziskové organizace
    pak získal shortlist projekt
    Evrospká Ee vybí
    nejefektivjší kampaně,
    AKA přibrala agentury
    aOktagon se vrací do
    linrní televize.
    
    
    
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    
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    
    
    
    
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    
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    
    
    
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    
    
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    
    
    
    
    This is Locco pro zastoupení
    Evropské Komise na Slo-
    vensku Nastěnka: nevěřte
    ruským pohádm aIstropo-
    litana Ogilvy skampaní pro
    organizaci Magna nazvanou
    Children: Testimony of War.
    Ovítězích se rozhodne
    během Ee Day 5.prosince
    vBruselu.
    
    
    Další měsíc adalší dvě agen-
    tury. Po zářijovém vstupu
    Business Factory aYdeal
    rozšířily vříjnu řady Asoci-
    ace komunikačních agentur
    (AKA) společnosti Key Advan-
    tage aSocialsharks. Zástupci
    obou nováčků se zúčastnili
    říjnové schůze prezidia AKA,
    kde představili své agentury
    asezmili členy prezidia se
    svými plány aočekávámi.
    Jsem velmi ráda, že se
    Asociace komunikačních
    agentur stále rozstá.
    Obohacení okaždého nového
    člena přispívá krůznorodosti
    abarevnosti profesní asocia-
    ce, zároveň vsobě zastupuje
    většinu kreativho průmys-
    lu,“ uvedla výkonná ředitelka
    AKA Kateřina Hrubešová.
    
    
    Zápasy ve smíšených bojo-
    vých uměních organizace
    Oktagon MMA se po více než
    dvou letech vrací do line-
    árního televizního vysílá-
    ní. Nabídne je nový kanál
    Premier Sport 4. Dnes ho však
    naladí jen zákazníci operátora
    Telly aslovenské společnosti
    DIGI Slovakia.
    Vprůběhu listopadu bude
    obsah nové stanice dostupný
    iuoperátora O2, další operá-
    toři zřad distributorů kanálů
    Premier Sport ozařazení Pre-
    mier Sport 4 jednají. Fanoušci
    bojových sportů uvidí jako
    první turnaj Oktagon 48,
    který proběhne vsobotu
    4.listopadu vManchesteru.
    Jsme velice rádi, že se
    podilo dojednat spolupráci
    na platformě Premier Sport
    aOktagon MMA se tím po
    letech znovu vrací na tele-
    vizní obrazovky. Věříme, že
    ky tomu představíme tento
    unikátní sport desítkám tisíc
    nových diváků,“ říká Ondřej
    Novotný, zakladatel organiza-
    ce Oktagon MMA.
    
    
    Značka Kofola je za období
    prvních devíti měsíců letošní-
    ho roku nejsilnějším inze-
    rentem vsegmentu limonád.
    Ukazuje to přehled zmoni-
    toringu reklamy Ad Intel
    výzkumné agentury Nielsen.
    Mezi lednem azářím letoš-
    ho roku obsadila reklamní
    prostor vhodnotě 186,5mili-
    onu korun podle ceníkových
    cen. Předstihla iglobál
    značky, jako je vaktlním
    přehledu Pepsi (174,6 mil. Kč),
    kterou distribuuje skupina
    Mattoni 1873, nebo třetí Coca-
    -Cola (131,6 mil. Kč).
    
    
    Za obsah pořadů Divize
    zpravodajství apublicistiky
    České televize bude zodpo-
    vídat Michal Kubal, který
    byl jmenován jejím novým
    šéfredaktorem.
    Redakci povede společně se
    stupkyněmi Martinou Rie-
    bauerovou, Editou Horákovou
    Hardošovou, Anetou Snopo-
    vou azástupcem Martinem
    Řezníčkem. „Michal prošel
    těžmi profesními výzva-
    mi, ovládá kompletní škálu
    televizních dovedností, umí je
    předávat kolem aje pev
    vsadách,“ uvedl ředitel
    divize Petr Mrzena. 
    
    RUBRIKA JE KOMERČ
    SPOLUPRACÍ MAM
    AVYDAVATELSTVÍ
    CZECH NEWS CENTER
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