Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.

47/2020

Časopis Marketing a Media je prestižním,mimořádně vlivným oborovým médiem. Věnuje se oblasti byznysové komunikace, reklamy a médiím. Každý týden přináší exkluzívní rozhovory s nejvlivnějšími a nejzajímavějšími osobnostmi z branže, přináší obsahovou inspiraci a současně představuje platformu pro kritickou diskuzi.

  • Strana 1

    MARKETING BY SE MĚL
    ZBAVIT AROGANCE
    Firmy musí se spotřebiteli
    mluvit jako s lidmi.
    Komunikaci pomohou
    psychologické principy.
    str. 7
    JEDNOTNÉ MĚŘENÍ
    PRO VŠECHNY
    Crossmediální měření
    stále nemá podporu všech
    hráčů. Debatu ale rozvíjí
    inová pracovní skupina.
    str. 8–12
    NÁSTUP ZELENÝCH
    KRITÉRIÍ U ZAKÁZEK
    Nové podmínky
    uveřejných zakázek
    pomohou nastartovat
    zelenou změnu.
    str. 20–21
    AUDIO NEUMÍRÁ,
    PROMĚNILO SE
    MARTINA
    ŘÍHOVÁ
    47
    23. listopadu 2020
    99 Kč / 4,90 €

  • Strana 2

    Rozšiřujeme pro vás
    síť digitálních CLV již na 42 ploch ve 24 stanicích metra
    ·Měňte vizuály dle potřeby v přesně stanovený datum a čas
    ·Nasazujte spoty podobně jako v televizi
    ·Propagujte více produktů od jedné či více značek v rámci jednoho nakoupeného času
    · Dynamicky komunikujte jiný produkt ráno, odpoledne nebo večer
    metrozoom.cz/digitalniclv
    DIGITÁLNÍ CLV
    POPRVÉ I V METRU

  • Strana 3

    Pamatuji, jak mě kdysi velice
    dobrý kamarád po bujarém tahu
    Prahou ráno připomněl nevyhnu
    -
    telnou realitu prorockými slovy:
    „Účet přijde později“. Ataky že
    ano, kocovina stála za to. Avživo
    -
    tě či ekonomice tomu není jinak.
    Účet abolehlav za současnou
    pandemickou krizi nebude malý.
    Výrazné ztráty sčítá vedle gastro
    podniků nebo hotelů bojují
    -
    cích oholé přežití řada dalších
    sektorů. Ztráty jsou obrovské.
    Vláda minulý týden prodloužila
    účinnost nouzového stavu až do
    12.prosince. Tedy prozatím. Vel
    -
    ká rána pro „kamenné“ obchod-
    níky, kteří se ktradiční vánoční
    sezoně upírali, jako kurčité
    náplasti za celý rok. Nouzový stav
    začal platit 5. října, což jim dávalo
    jistou naději, že hlavní sezonu
    stihnou. Zřejmě doufali marně.
    Kdyby se opatření rozvolnila,
    je vysoce pravděpodobné, že by
    lidé obchody vzali vhonbě za
    dárky na poslední chvíli úto
    -
    kem apředchozí týdny trpění
    asebeobětování by vzaly za své.
    Nedělám si přílišné iluze, že by to
    bylo jinak.
    Stačí vzpomenout, jak před
    třemi lety skokově zdražilo máslo
    alidé se oněj, když bylo vakci,
    rvali uregálů. Stal se zněj téměř
    „investiční artikl“, jelikož vzniklo
    spotřebitelské FOMO (Fear of
    missing out) alidé se báli, že na
    ně nezbude.
    Jo ajen tak mimochodem,
    mnohokrát pohřbívaný bitcoin
    stojí bez větších fanfár 18 tisíc
    dolarů. Ono se ani není moc co
    divit, když americká centrální
    banka podle odhadů „vytiskla“
    jen od února do konce srpna více
    dolarů, než za celou dekádu od
    nanční krize. Decit rozpočtu
    za červen ve výši 894miliard
    dolarů je větší, než kumulativně
    za celé období od roku 1776 až do
    roku 1979.
    Ktomu připočtěte efekt
    halvingu afakt, že nejméně čtyři
    zcelkových 21 milionů bitcoinů
    (víc jich fakt nikdy nebude) jsou
    už pravděpodobně ztracené. Aaž
    nyní propukne opravdové FOMO
    ivkryptoměnách, bude to po
    -
    řádně divoká jízda. Když bitcoin
    atakoval 20 tisíc dolarů poprvé,
    říkal mi známý obabičce, která
    přišla do banky k přepážce „kou
    -
    pit nějaký bitcoin“ pro vnuka.
    Zatím se senioři před bankami či
    bitcoinmaty netlačí… Připoutejte
    se vážení! Účet za tištění peněz
    totiž také jednou přijde.
    Přeji vám inspirativní čtení
    Pavel Hejkrlík
    redaktor
    FOMO u zboží
    ale i bitcoinu
    03
    EDITORIAL
    metrů čtverečních pražského paláce Elektrických podniků z roku
    1937, který byl rekonstruován za více než miliardu korun, minulý
    týden převzalo do nájmu české zastoupení komunikační skupiny
    WPP. Projekt Bubenská 1 bude od příštího roku sloužit jako sídlo
    agentur Ogilvy, Geometry, VMLYR, Wunderman Thompson,
    GroupM, Mindshare, MediaCom, Wavemaker a H1.cz .
    Číslo týdne
    17 tisíc
    MĚŘENÍ MÉDIÍ
    ROZHLAS
    ROZHLASOVÁ SKUPINA ACTIVE
    SE OBRODILA A ČEKÁ RŮST
    Podle Martiny Říhové, ředitelky rádií
    Active, prošly stanice změnami, které
    mají zvýšit poslechovost.
    str. 14 –15
    KOMUNIKACE
    MARKETING BY SE MĚL ZBAVIT
    AROGANCE A VYJÍT Z BUBLINY
    Aby spotřebitelé značkám rozuměli,
    musejí s nimi komunikovat lidskou
    řečí a využít poznatků psychologie.
    JEDNO MĚŘENÍ VLÁDNE VŠEM
    ZATÍM SPÍŠE V PŘEDSTAVÁCH
    Trh se ke crossmediálnímu měření
    sune velmi pozvolna. Debata o jeho
    podobě se ale znovu otevírá.
    str. 7
    str. 10–12
    VEŘEJNÉ ZAKÁZKY
    NÁSTUP CIRKULÁRNÍ
    EKONOMIKY ZMĚNÍ ZAKÁZKY
    Zelená kritéria ve veřejných
    zakázkách pomohou nastartovat
    změnu, říká advokát Jiří Helán.
    str. 20 –21
    EVENTY
    EVENTEX CONNECT UKÁZAL,
    JAKÉ TRENDY NYNÍ PLATÍ
    Organizátoří eventů musí fungovat
    více jako tvůrci komunit anebát se
    vtéto době více experimentovat.
    str. 22
    PŘÍPADOVÁ STUDIE
    JAK Z TABU UDĚLAT
    CELOSPOLEČENSKÉ TÉMA
    Kampaň organizace CALM a agentury
    adam&eve DDB London pomohla
    snížit počet sebevražd mužů.
    str. 24–25
    Foto na titulní straně: VOJTĚCH RESLER

  • Strana 4

    Svět podle MAM
    Svodka
    Mladé frontě hrozí zasta-
    vení provozu, soud zamítl aukci
    naplánovanou na 24.listopad.
    Souhlas kaukci nedala ani rma
    Czech Property Investments
    (CPI), jíž Mladá fronta dluží.
    Echo Media, vydavatel-
    ství, jemuž patří internetový
    deník Echo24 aTýdeník Echo, se
    rozhodlo nabídnout čtenářům
    možnost stát se akcionářem
    rmy. Pro nové akcionáře je
    kdispozici 51% podíl zcelkového
    počtu 450000kusů akcií.
    Státní fond kinema-
    tografie vyhlásil mimořád-
    nou výzvu, vrámci níž rozdá pro-
    vozovatelům kin, distributorům
    aprodukčním rmám, jejichž
    činnost byla zasažena omezeními
    vdůsledku pandemie, celkem
    127milionů korun.
    Lidé.cz, seznamka spo-
    lečnosti Seznam, která letos
    oslavila 23let od svého založení,
    ukončí 14. prosince svůj provoz.
    Důvodem je zejména dlouhodobé
    neplnění nančních očekávání
    spojených sprovozem služby
    ifakt, že se Seznam.cz zaměřuje
    posledních několik let zejména
    na rozvoj své domovské stránky
    areklamních systémů.
    SportObchod.cz
    vrámci nově oznámené spoluprá-
    ce slogistickou společností Lifta-
    go slibuje vBrně doručení zboží
    během jediného dne. Liftago
    dále rozšiřuje ispolupráci sAlzou
    odalší města anedávno předsta
    -
    vila platformu OneMenu.cz pro
    rozvoz jídel.
    A 11 vstoupilo na trh sprojek-
    tem Premium Guide. První vydá-
    ní nového měsíčníku vychází ve
    spolupráci sprojektem Amazing
    Places. Časopis za 129 Kč vná
    -
    kladu 20 tisíc kusů přinese tipy
    na exkluzivní hotely, chalupy,
    penziony, statky nebo lázně.
    VÝBĚR ZPRÁV
    Z UPLYNULÉHO TÝDNE
    UDÁLOSTI
    POHLEDEM REDAKCE
    MARKETING & MEDIA
    VIZE získala
    na Hithit milion
    Autoři investigativního pořadu
    Černota nebo podcastu UKula
    -
    tého stolu Martin Klesnil aPatrik
    Fiala získali na svůj projekt VIZE
    1,1milionuKč pomocí crowdfun
    -
    dingové kampaně na Hithit.cz.
    Podpořilo je přes 1000lidí. Ne
    -
    překonali sice nejvyšší metu, kte-
    rá by umožnila vznik internetové
    televize, ale díky získané částce
    mohou nyní vytvořit sérii investi
    -
    gativních reportáží, pro které už
    mají záběry skryté kamery. „Jsme
    nadšení. Reportáže adokumenty
    nyní budeme moci dokončit,
    dotočit vstupy, sestříhat mate
    -
    riál apostupně je zveřejnit na
    YouTube. Věřím, že časem do
    -
    jdeme ikinternetové platformě,“
    řekl Martin Klesnil. Reportáže
    se týkají například drogových
    dealerů či týrání zvířat.
    YouTube dá
    reklamy do
    všech videí
    YouTube začne reklamu vkládat
    ido videí, která nepocházejí od
    zdrojů zařazených do jeho pro
    -
    gramu YouTube Partner Program
    (YPP). Ododatečné příjmy se pak
    sautory příspěvků bude dělit
    pouze za určitých podmínek.
    Pokud autor reklamu nevloží do
    videa sám, udělá to YouTube za
    něj, ale autor tím přijde oprovizi.
    Pokud by chtěl provizi zreklamy
    dodatečně získat, musí se stát
    členem programu YPP.
    Změna podmínek zatím
    platí pouze pro USA. Na uživatele
    zjiných zemí, kteří vkládají na
    YouTube videa, se budou nové
    podmínky vztahovat zhruba od
    poloviny příštího roku. Součástí
    aktualizovaných podmínek
    používání služby je irozhodnutí,
    že na všechny platby od YouTubu
    se bude nahlížet jako na autorské
    honoráře.
    Svět podle MAM
    Kampaň VIZE, novinka na YouTube
    stagnace reklamy azměny vRadě ČT
    Do žebříčku
    Deloitte
    Technoloy
    Fast50 CE se
    letos probojovalo
    21českých
    rem. Vyhrála
    polská Packhelp.
    Druhá byla česká
    DoDo atřetí
    UlovDomov.cz
    Foto: KAROLÍNA ŠEVČÍKOVÁ
    04
    ZPRÁVY

  • Strana 5

    Český rozhlas dostal devět
    nabídek do tendru na marketingové služby
    vhodnotě až 95milionů korun. Nyní je
    bude veřejnoprávní médium vyhodnoco
    -
    vat. MAM to sdělil tiskový mluvčí ČRo Jiří
    Hošna. Poprvé byla zakázka vypsána vlétě,
    tehdy ale zadání splnil jen jeden uchazeč,
    avýběrové řízení se muselo vypsat znovu.
    Unilever si klade za cíl za pět až sedm
    let zvýšit svůj roční prodej rostlinných
    alternativ masa amléčných výrobků na
    jednu miliardu eur. Tento cíl vysoce přesa
    -
    huje tržby, jaké společnost od rostlinných
    alternativ očekává letos (200 mil.eur).
    Podle jejího vyjádření ovšem růst prodejů
    vtomto segmetnu nasvědčuje, že se jí před
    -
    sevzetí podaří splnit.
    Po letech růstů jsou tu
    dva roky stagnace
    Letošní rok zastavil navyšování výdajů do
    reklamy akomunikace, jež se vuplynu
    -
    lých třech letech pohybovalo vjednotkách
    procent. Stagnace bude pokračovat ipříští
    rok — zadavatelé počítají, že vmédiích (včetně
    internetu) utratí příští rok o2,1 procenta
    více než letos, do nemediální reklamy půjde
    o2,1 procenta méně. Ukazují to výsledky
    nového výzkumu výdajů do reklamy ako
    -
    munikace, který pro Asociaci komunikač-
    ních agentur (AKA) každoročně realizuje
    NielsenAdmosphere.
    Výzkum také ukazuje, že více než polovina
    zadavatelů musela letos vreakci na pandemii
    marketingový rozpočet na letošní rok snížit,
    14 procent dotázaných dokonce ovíce než po
    -
    lovinu. Třetina zadavatelů nechala rozpočet
    vpůvodní výši azbývající zadavatelé dokonce
    vreakci na změněné příležitosti rozpočet
    navyšovali. „Velmi záleží na službě nebo
    produktu. Některé obory neměly možnost
    je vůbec nabízet, aproto ani investice do
    reklamy nedávala smysl. Proměna distribuč
    -
    ních modelů naopak vyvolala potřebu oní
    informovat,“ uvedl David Čermák zAKA. To
    vysvětluje lepší výsledky mediální reklamy,
    která zastihuje lidi doma oproti těm formám
    komunikace, které sázejí na přímé oslovení.
    Pro příští rok třetina zadavatelů počítá se
    snížením výdajů proti původním představám,
    třetina své plány měnit nebude azhruba
    čtvrtina hodlá rozpočet oproti původním
    představám navyšovat. Celá desetina zadava
    -
    telů ovšem ani vlistopadu nemá orozpočtu
    na příští rok jasno.
    Nejpostiženějšími disciplínami příštího
    roku budou podle dotázaných telemarke
    -
    ting, direct marketing, shopper marketing
    aeventy. Naopak posílí budování věrnostních
    programů. Setrvale také roste nemediální
    online amobilní reklama.
    Divadlo kolem radních
    v ČT pokračuje
    Minulý týden odstoupil zpozice předsedy
    Rady České televize René Kühn, funkci
    položil ijeden ze tří místopředsedů Jaro
    -
    slav Dědič. Oba zůstanou vRadě dále jako
    řadovíčlenové.
    Důvodem rezignace Kühna se stalo
    rozhodnutí deseti radních, kteří na ná
    -
    vrh členky rady Hany Lipovské nečekaně
    odvolali kompletní dozorčí komisi Rady
    ČT. Odůvodech odvolání se veřejně debata
    nevedla, došlo jen na hlasování. „To, že nyní,
    vdobě projednávání pandemií ovlivněného
    rozpočtu, nemá rada ani dozorčí komisi, ani
    své vedení, je důsledek přístupu, který je
    spíše destruktivní než konstruktivní,“ uvedl
    Dvořák vprohlášení. Podle Senátu nebylo
    odvolání dozorčí komise Rady ČT vsouladu
    se zákonem oČT. Minulý týden proto Senát
    58 hlasy ze 71 přitomných senátorů přijal
    usnesení, ve kterém dále požádal volební
    výbor Poslanecké sněmovny, aby se na své
    nejbližší schůzi pochybeními rady zabýval.
    Vpřípadě potvrzení pochybení, by pak
    výbor měl podle senátorů zvážit odvolání
    radních, kteří se chyby dopustili.
    Na probíhající situaci vČT reagují také
    desítky osobností, které se podepsaly pod
    otevřený dopis premiéru Andreji Babišovi, ve
    kterém jej vyzývají knalezení způsobu, jak
    zajistit nezávislost médií veřejné služby. Text
    podepsali umělci, vědci, signatáři Charty 77,
    duchovní či bývalí politici.
    05
    ZPRÁVY
    BE PART OF THE
    ONLINE CEREMONY
    26/11/2020 / 5 PM
    Inzerce

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