Strana 26

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
46/2018

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
  REKLAMNÍ
  ŠŤOUCHANCE
  Jak se rmám doma
  ivenku vyplatí rýpat
  dokonkurence
  OSUD CHRÁMŮ
  KONZUMU
  Co čeká solitérní
  obchodní domy
  v konkurenci řetězců
  VŠECHNO, CO CHCETE
  VĚDĚT O EFFIE 2018
  Zpravodajství, data
  a galerie z prestižní
  reklamní přehlídky
  TÝDENÍK O KOMERČNÍ KOMUNIKACI
  46
  12. listopad 2018
  74 Kč / 3,40 €
  ZMĚNIL MISS
  AMERICA
  GORAN
  TAČEVSKI
- Strana 2
- Strana 3
  Vůbec nechci každého, kdo se profesionálně
  zabývá vytvářením obchodních strategií, nutit,
  aby četl každou diplomku, která je zveřejněna.
  Dovolil bych si ale jedno malé doporučení. Ty,
  které se věnují postavení seniorů ve společnosti,
  jejich začlenění do sociální struktury soudobé
  společnosti nebo jejich demograckým abehavi
  -
  orálním charakteristikám, by si ale přečíst mohli.
  Seniorů totiž díky zvyšující se délce dožití přibývá
  apřibývat jich hned tak nepřestane.
  Pokud byste chtěli někdy usvého kavárenského
  stolku oslňovat, můžete si například zapamatovat,
  že ve světě seniorů přibývá tempem skoro odvě
  procenta rychlejším, než jak roste počet hlav
  aduší vcelé populaci.
  DVĚ A VÍCE DEFINIC
  Na jedné straně stojí denice seniora jako osoby,
  pobírající penzi, tedy (atady prosím statistiky, aby
  mi odpustili zjednodušení) lidi starší pětašedesáti
  let. Už tato denice má svoje limity. Zvyšuje se
  totiž nejen počet lidí, kteří pracují ipo pětaše
  -
  desátce, ale také jejich výdělky. To dávno nejsou
  posmívaní pracující důchodci, ale zkušení mana
  -
  žeři, majitelé rem, lidé rozhodující onakládání
  smilionovými rozpočty.
  Vmarketingové branži to je ještě složitější. Ži
  -
  jeme ve světě, který se drží překonaného tvrzení,
  že cílová skupina 54+ je vpodstatě marná, neboť
  nemá peníze, škudlí, nenakupuje, aproto se jí
  není třeba věnovat. To je ale mimořádně škodlivý
  omyl.
  Představte si šedesátníka, který pracuje vprů
  -
  měrné rmě na průměrné pozici, řekněme jako
  mistr ve výrobě. Takový člověk zdaleka nepočítá
  koruny, aby věděl, jestli si může koupit nekvalitní
  salám, nebo jestli bude úplně ohladu. Ne azase
  ne: kupuje si mobilní telefony, plazmové televize,
  jezdí na dovolené, zajímají ho zážitky.
  Kdyby mu to donekonečna nepodsouvala
  reklama, ani by ho nenapadlo koupit si výživový
  doplněk. Objem prodeje právě této komodity
  nicméně ukazuje, že „seniorská“ cílovka je dobře
  oslovitelná. Nesmí to ale vypadat tak, jako vmate
  -
  riálech jedné banky, která seniorům nabízí on-line
  služby sdovětky jako „pokud ovládáte základy
  práce sinternetem“ nebo „pokud kolem sebe máte
  někoho, kdo umí zacházet spočítačem.“
  To je pro „seniora“ coby cílovku mimořádně
  urážlivé. Člověk, kterému je dnes řekněme šede
  -
  sát let, začal spočítačem pracovat třeba před dva-
  ceti roky. Není důvod předpokládat, že když mu
  ukážete klávesnici, ze strachu, aby ho nepokou
  -
  sala, ji rozbije, zakope azasype solí, aby náhodou
  neobživla aoúplňku se nepomstila.
  OTEVŘENĚ A VSTŘÍCNĚ
  Malá ochota amalá schopnost komunikovat se
  „seniory“ připravuje hned několik odvětví osluš
  -
  né zisky. Přitom stále víc peněz se bude nacházet
  právě vkapsách ana účtech „seniorů.“ Řekl bych,
  že přišel čas začít se jim vážně ase vší otevřeností
  věnovat.
  P. S.: Když otevřete odkaz skrytý pod QR kódem
  na této stránce, dostanete se na stránku son-line
  výzkumem, který se týká tohoto časopisu. Budu
  vám vděčný, když si najdete pár minut na jeho
  vyplnění. Vaše odpovědi nám pomohou vytvořit
  zMAMu časopis, který pro vás bude ještě lepším
  partnerem.
  Ondřej Fér
  
  šéfredaktor
  Dobrý den
  a týden
  
  Seniora si spousta
  obchodních
  a marketingových
  stratégů představuje
  jako trosku schopnou
  maximálně vrazit
  důchod do potravino-
  vých doplňků. To je ale
  omyl.
  Foto: GUNAXIN MEDIA
  
  POMOZTE NÁM
  ZLEPŠIT MAM.
  Odkaz vede na
  stránku s průzkumem
  spokojenosti.
  Věnujte mu prosím
  pár minut.
  03
  EDITORIAL
- Strana 4
  Svodka Filipa
  Rožánka
  Digitální agentura
  MarketUp má nového klienta.
  Je jím značka Vitaland, největší
  maloobchodní síť sdoplňky
  stravy načeském trhu. Agentura
  připravila kampaň, která má zacíl
  podpořit prodej zboží vkamenných
  prodejnách pomocí slevových
  kuponů zociálního webu.
  Pražská rádia Expres
  FM aClassic Praha rozšiřují své
  programové schéma ozpravodajské
  relace. Jde oprvní krok obsahového
  propojení snovým spolumajitelem
  stanic, rmou Seznam.cz.
  Šéfeditorem zpravodajství se stal
  novinář amoderátor Nikola Bojčev.
  Dodavatele osvětlení
  pro různé segmenty, společnost
  ZG Lighting Czech Republic, nově
  mediálně zastupuje agentura PRAM
  Consulting. Zaměří se zejména
  naaktivity voblasti media relations
  aproduktového PR.
  Agentura Native PR
  vyhrála tendr nakorporátní
  komunikaci apublic aairs pro české
  zastoupení výrobce cukrovinek
  Mondelēz. Jejím úkolem bude mimo
  jiné zavádění nových projektů
  voblasti CSR nebo rozvíjení značky
  zaměstnavatele. Spolupráce
  zahrnuje český, slovenský ačástečně
  imaďarský trh.
  Mondelēz také oznámil, že
  během následujících sedmi let přejde
  uvšech svých výrobků kompletně
  narecyklovatelné obaly. Doroku
  2020 budou všechny jeho papírové
  obaly zudržitelných zdrojů. Výrazně
  sníží iobjem odpadu.
  Aktivační agentura
  Momentum vyhrála tendr
  ministerstva pro místní rozvoj.
  Ujme se informačních kampaní
  voblasti Evropských strukturálních
  ainvestičních fondů. Cílem je
  široké veřejnosti představit přínos
  evropských peněz voblasti dopravy,
  životního prostředí, podnikání nebo
  zdravotnictví.
  VÝBĚR ZPRÁV
  ŠÉFREDAKTORA MAM.CZ
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Disney jde do
  streamování se
  službou Plus
  Globální lmový gigant Disney ozná-
  mil hospodářské výsledky. Na domi-
  nantním postavení společnosti se nic
  nezměnilo. Křivka zisků stoupá– při
  obratu přes 59 miliard dolarů Disney
  vydělal utěšených skoro 13 miliard.
  Meziročně jde onárůst otřetinu,
  CEO Bob Iger si může mnout ruce.
  Britská BBC tvrdí, že společnost
  dokázala dobře zareagovat na
  razantní nástup streamovacích
  služeb aupravit svou strategii tak,
  že plánované díly Hvězdných válek
  budou mířit přímo proti typu služeb,
  jež nabízí například Netix. Gigant
  dokonce zakládá vlastní streamovací
  službu jménem Disney+
  Apotom je tu ještě jedna zpráva:
  Globální trh pořád ještě není zcela
  syt animáků amarvelovek. Disney
  ohlásil nové Úžasňákovy aAnt Mana.
  Přijde ipokračování spektáklu Wasp.
  Takže pokud plánujete udělat
  díru do světa kinematograe, nic
  nevymýšlejte, sekejte animáky jako
  Baťa cvičky ahlavně, ať se to dá
  streamovat.
  A teď Tesla
  zažije blitzkrieg
  Robyn Denholmová vystřídala
  Elona Muska ve vedení automobil
  -
  ky Tesla. Tuto zprávu zazname-
  nali skoro všichni anebylo také
  téměř nikoho, kdo by nerozebí
  -
  ral její význam pro svět inovací
  aautomotive.
  Zanikla ale jiná informace:
  Německá automobilka volkswagen
  oznámila, že začne vyrábět elektro
  -
  mobil, který bude přímo konkurovat
  právě vozům Tesla. Elektrický Volks
  -
  wagen by měl stát kolem dvaceti tisíc
  eur, roční výroba by měla dosahovat
  200 tisíc kusů. Podle informací
  agentury Reuters se Volkswagen
  kvůli výrobě spojuje jednak sFor
  -
  dem, jednak také svýrobcem baterií
  SK Innovation. Výrobní kapacitu by
  měly poskytnout linky využívané
  prozatím pro passaty.
  Jak vidno, jde omimořádně ambi
  -
  ciózní plán, který může velmi rychle
  ukončit vítěznou jízdu Tesly.
  Reuters připomíná, že pokus spo
  -
  lečnosti Faraday vyrobit konkurenci
  pro Teslu skončil neúspěchem, což
  na trhu vyvolalo dojem, že Muskova
  elektroauta jsou neporazitelná.
  To je ovšem nejvíc ze všeho fáma–
  aprávě Volkswagen se svou tradiční
  efektivitou je nejpravděpodobnějším
  rivalem Tesly. Do boje posílá schop
  -
  nost masové výroby špičkových
  produktů adokonale promyšlenou
  marketingovou kampaň.
  Sledovat nadcházející souboj mezi
  Teslou aelektrickými volkswageny
  bude zajímavé. Proti sobě se postaví
  dva extrémně silné aefektivní mar
  -
  ketiny. Bude to blitzkrieg abude to
  dozajista krásné!
  PayPal stopnul
  platy pro
  Robinsona
  Platební systém PayPal nadále nebu-
  de umožňovat, aby jeho prostřednic-
  tvím lidé posílali peníze Tommymu
  Robinsonovi. Tento pravicový
  extremista úspěšně přesvědčil
  určitou část společnosti, že není
  běžný nácek vytvářející videoobsah,
  ale aktivista bojující za demokracii
  ohroženou neomarxismem apolitic
  -
  kou korektností. PayPal vprohlášení
  uvedl, že se rozhodnutí nerodilo
  lehko. Nakonec se ale zrodilo, ato lze
  považovat za dobrou zprávu.
  Svět podle Féra
  Ponejvíce openězích, které hýbou
  světem. AoPutinovi kuřeti život
  vdechujícím
  
  Dvacet tisíc lidí
  protestovalo
  proti způsobu,
  jakým Google
  zametá pod
  koberec případy
  sexuálního
  násilí ve rmě.
  04 SCÉNA
- Strana 5
  Mediální zastupitelství
  Atmedia Czech zahájilo odlistopadu
  prodej reklamy vevysílání české
  verze dětské stanice Cartoon
  Network. Odletošního jara je tento
  program zařazen idoelektronického
  měření sledovanosti.
  Bílý dům po nepříjemných
  otázkách na tiskové konferenci
  „dočasně“ zrušil akreditaci
  zpravodajovi CNN. Reportér Jim
  Acosta byl prý hrubý, nechtěl pustit
  mikrofon apřetahoval se oněj
  sasistentkou. Na záznamu ale nic
  mimořádného vidět není.
  Nakladatelství Grada
  posiluje voblasti literatury pro ženy.
  Koupilo 100% podíl vnakladatelství
  Metafora achce výrazně investovat
  doreklamy aobchodu.
  František Borovský,
  který provozuje televizi oletectví
  snázvem Up!, dostal odRady pro
  rozhlasové atelevizní vysílání
  licenci nadalší projekt. Spustí
  teleshoppingovou stanici Galerie,
  která bude diváky oslovovat přes
  klasické pozemní digitální vysílání.
  Rada ČRo nepřijala žádné
  usnesení kvůli vulgarismům
  prezidenta Miloše Zemana
  vevysílání Radiožurnálu. Shodla se,
  že sprostá slova doéteru nepatří,
  ale moderátor se zachoval podle
  kodexu, když hlavu státu vyzval,
  aby se podobných výrazů zdržela
  aposluchačům se zaně omluvil.
  Česká UPC zveřejnila
  aktuální údaje opočtu zákazníků.
  Kekonci září si kabelovou
  televizi platilo 536800 lidí,
  vysokorychlostní internet 503300
  atelefonní služby 184700 zájemců.
  Tereza Kostková se
  společně se svými rodiči asynem
  stala tváří české kosmetické značky
  Matuzalem, vekteré se angažuje
  spolumajitel TV Prima Ivan Zach.
  Kreativní koncept kampaně ostatně
  vymyslela agentura Solootions,
  která pod Primu patří. Napropagaci
  se dále podílejí Scholz & Friends
  aBistro Films.
  Na Žižkově přivítala první
  hosty nová hospoda pivovaru
  Pilsner Urquell pod názvem Plzeňka.
  Interiér zdobí reliéfy typické právě
  pro plzeňský pivovar. Návštěvníci se
  tak zdánlivě ocitnou třeba vesklepě
  mezi obřími sudy.
  Zdeněk Bakala prodal
  budovy vKarlíně, kde sídlí
  vydavatelství Economia nebo
  víceúčelový sál Forum Karlín.
  Kupcem je realitní fond Amundi.
  Všichni nájemci mají vbudovách
  zůstat inadále, stěhovat se bude jen
  herní studio Warhorse.
  Co se odehrává
  v Tatrovce?
  Minulý týden proběhly významné
  změny vmanagementu nejmlad
  -
  šího českého miliardáře Michala
  Strnada. Hlavy padaly ve výrobci
  náklaďáků Tatra Trucks ive společ
  -
  nosti Tatra Metalurgie zCzechoslo-
  vak Group.
  Jak jako první informoval deník
  E15, zčela kopřivnické automobilky
  Tatra Trucks odešel generální ředitel
  amístopředseda představenstva Ra
  -
  dek Strouhal. Změna nastala ivčele
  Tatra Metalurgie. Vpozici ředitele
  skončil Pavel Svoreň.
  Podle informací MAMu vzešla
  iniciativa kpersonálním změnám
  přímo od Michala Strnada. Ten loni
  CZ Group převzal od svého otce
  Jaroslava apodle všeho se překva
  -
  pivě rychle začal osamostatňovat.
  Strnad senior údajně počítal stím,
  že se následník bude řídit radami
  René Matery, majitele menšinového
  podílu vTatře. Místo toho ale Michal
  Strnad vyhodil právě manažery, kte
  -
  ré do Tatry pomohl přivést Matera.
  Dávejme tedy pozor, možná se
  blíží střet starého lva smladým
  tygrem.
  Pochyby
  o Portalu
  Pověstná Budova 8 společnosti
  Facebook skrývá mnohá tajemství.
  Většinou se onich dozvídáme, když
  se Zuckerbergově namodralé říši zla
  nepovede ututlat nějaký malér, jindy
  se tamní vývojáři sami pochlubí.
  Nejnověji přišli sprojektem Portal+.
  Heather Kellyová zbyznysové re
  -
  dakce CNN měla možnost nejnovější
  Zuckerbergovo udělátko vyzkoušet
  ajejí závěr nevyznívá příliš nadšeně.
  Údajný superkomunikátor popsala
  jako ošklivou těžkou věc, vpodstatě
  jenom patnáctipalcový tablet, který
  se vyznačuje tím, že ať je kde je,
  překáží.
  Za 349 dolarů nabízí možnost
  video rozhovorů, sledování videa,
  poslechu hudby apoužívání služeb
  rozšířené reality. Jinak řečeno,
  Portal+ neumí nic, co by neuměl
  chytrý telefon, zato chytré telefo
  -
  ny umí spoustu věcí, které Portal+
  nedokáže.
  Kellyová po otestování produktu
  dospěla knázoru, že vBudově 8
  vyrobili zatím největší fail, jaký se
  Facebooku produktově povedl.
  Dostane se vůbec do masového pro
  -
  deje? Tipuji, že nikoliv.
  Ruský prezident
  Putin je tváří
  kuřecí kampaně
  Ekonomické sankce uvalené zá-
  padními státy na Rusko kvůli jeho
  agresivní politice mají množství
  pozoruhodných dopadů. Například
  prezident Vladimir Putin se stal tváří
  kampaně vyzývající lidi kchování
  kuřat. Agentura Bloomberg přinesla
  dokonce informaci, že se na ruském
  trhu se suvenýry těší značné popula
  -
  ritě obrázek, na němž Putin vdechu-
  je život kuřeti.
  Ponechme stranou, že Putin
  onomu nešťastnému tvorečkovi dává
  život jen aby byl podříznut asně
  -
  den– ten tvoreček, nikoliv pan Putin!
  Zajímavé je, že se ruská státní
  propagandistická mašinérie širokým
  kruhem vrátila kfrancouzskému
  králi Jindřichu IV, který sliboval, že
  za jeho vlády bude mít každý podda
  -
  ný vsobotu vhrnci slepici.
  Rusko jen tak mimochodem
  připouští dvě věci: že dobrý slogan
  zminulosti je lepší než špatný ze
  současnosti. Aže si Rusové mohou
  dovolit pojíst cokoliv, jen si to nejdřív
  musí vychovat či vypěstovat.
  Zprávy
  z první
  ruky
  ALEŠ ZAVORAL
  SE ODHALIL
  Tajuplný majitel Alzy
  nekomunikuje s médii, přesto
  o sobě občas něco málo prozradí.
  Minulý týden jsme se tak
  dozvěděli, že Aleš Zavoral sedí
  v židli Aeron od HM. „Používá
  ji i Zuckerberg,“ pochlubil se
  Zavoral.
  SLEVOMAT MÁ CESTOVKU
  CK Zanzo je nový projekt
  portálu Slevomat. Cestování
  je dlouhodobě jedním
  z nejvýznamnějších pilířů portálu,
  přičemž CK Zanzo se zaměří na
  exotické dovolené v destinacích
  jako je Zanzibar, Srí Lanka,
  Thajsko a podobně. V nabídce
  mají být jen prověřené tří, čtyř
  a pětihvězdičkové hotely v dané
  destinaci. Slevomat věří, že se mu
  na poli exotických dovolených
  podaří prorazit.
  ČEZ SE ZLOBÍ NA ŠNOBRA
  Z nitra společnosti ČEZ se
  ozývají stále ostřejší komentáře
  na adresu Michala Šnobra,
  zástupce menšinových
  akcionářů. Aktuálně šéfa ﬁrmy
  Daniela Beneše rozlítilo, že
  „chtějí krátkodobě vydělat co
  nejvíc peněz a je jim úplně jedno,
  jaká bude budoucnost ČEZ
  v dlouhodobějším horizontu.“
  Šnobrovci přitom nedělají nic
  jiného než sám Beneš, který loni
  prodal skoro 150 tisíc kusů svých
  akcií. Jako zpráva o nervozitě
  panující v energetickém molochu
  je to nicméně vypovídající.
  Marketing ČEZ nejspíš bude
  v dalších měsících složen zejména
  z hejtů.
  Foto: FACEBOOK
  05
  SCÉNA
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Marketing & Media

46/2018

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ročník 2019

ročník 2018

ročník 2017

ročník 2016

ročník 2020

ročník 2021

ročník 2022

Forum Media

ročník 2023

ročník 2024

Balíček pro partnery

Balíček Šrollová

Balíček ZPMVCR

BlueDear

CHCIMAM2020

CHCIMAM212220

CHCIMAMLOOSERS

MAM1217

MAM141720

MAM141720_Coca_Cola

Radka Mayaud

CREATIVE CAMP 2024

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^login

^myAccount

^search

MAM.cz

Strana 13

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