Strana 27

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
48/2018

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
  VÁNOČNÍ VÁLKA
  HRAČEK
  Barbie, Lego a spol.
  bojují o život v časech
  přesycených marketingem
  JAKÁ BYLA VENKOVNÍ
  REKLAMA ROKU 2018
  Rozhovor s Markem
  Pavlasem, šéfem Svazu
  pro venkovní reklamu
  ABY PRVNÍ KONTAKT
  NEBYL POSLEDNÍ
  Jak si z návštěvníků
  veletrhů nadělat věrné
  zákazníky
  EXTRA:
  MODERNÍ
  TISKOVÉ
  TECHNOLOGIE
  TÝDENÍK O KOMERČNÍ KOMUNIKACI
  48
  26. listopadu 2018
  74 Kč / 3,40 €
  NEŘEŠTE
  LAJKY!
  THOMAS
  CRAMPTON
- Strana 2
- Strana 3
  Byly časy, kdy jsem na Facebooku měl asi dva
  tisíce přátel. Ani nevím, proč jsem to tak měl,
  nejspíš jsem automaticky odkliknul každého, kdo
  si oto řekl. Každopádně jsem se vždycky střežil
  brát sociální síť příliš vážně, zejména pak to, co
  se odehrává vkomentářích. Dlouhodobě zastá
  -
  vám názor, že pokud se člověk chce umazat, měl
  by utoho také dělat něco užitečného, například
  vyplít záhon nebo doma manželce umýt okna.
  Vurčitém okamžiku, zhruba někdy kolem
  posledních prezidentských voleb, jsem dospěl
  knázoru, že těch dva tisíce lidí ve virtuálním
  prostoru vůbec kničemu nepotřebuji apodle
  opomíjeného antického příkladu jsem přistoupil
  kdecimaci, pak ještě kjedné, ještě aještě, až mi na
  Facebooku zbylo lidí zhruba dvě stě. Facebook mi
  vypadl ze života. Žádné notikace, žádné přiblblé
  diskuse, ve kterých se lidé, které jsem osobně
  znal, předváděli jako pozoruhodná forma života,
  již jsem si zvykl označovat jako mentální prvoky.
  Zní to nejspíš hrozně, chci tím ale říct jen tolik, že
  když se do těchto lidí jenom maličko šťouchne,
  začnou provádět zběsilé pohyby.
  OPTIMISMUS A REALITA
  Jsem optimista, takže jsem nakloněn se domnívat,
  že lidé, kteří se vběžném životě chovají normálně,
  používají diskuse na sociálních sítích jako moder
  -
  ní bordel, kde si lze neškodně vybít temné vášně,
  apak se vrátit ke spořádanému životu. Jsem
  ovšem také realista, takže připouštím, že jsem
  se mýlil– kdo se jako prvok chová na Facebooku,
  bude patrně prvokem imimo něj.
  Takže čau lidi: Nedávno jsem zaznamenal tvr
  -
  zení, že podporující komentáře na facebookovou
  stránku Andreje Babiše vyrábí trollí farma Agro
  -
  fertu. Nemám pochyby otom, že organizovaní
  trollové jsou varzenálu Ruska, nepochybně idal
  -
  ších mocností. Nepřišlo mi ale pravděpodobné, že
  by pro tak malou audienci, jako je ta domácí, bylo
  třeba mít trolly určené ryze kvnitropolitickému
  využití.
  Prošel jsem si proly asi dvaceti lidí, kteří
  vyjadřují podporu současnému českému premié
  -
  rovi. Lidí, kteří by novináře posílali na večírky na
  saúdskou ambasádu, na Národní třídu by znovu
  pozvali zásahové jednotky atak podobně. Nejsou
  to proly neexistujícíh žen amužů– jsou až příliš
  skuteční. Mají děti, přátele akoley. Česko žádné
  trollí farmy nepotřebuje, máme dost svých vlast
  -
  ních prvoků.
  TĚŽKO SE ZASTAT NOVINÁŘŮ
  Na tomto místě bych se logicky měl zastat noviná-
  řů, ale nějak mi to nejde. Aspoň ne novinářů coby
  celé profese.
  Facebook mi totiž nabídl ke zhlédnutí také
  jednu podle mého názoru nepříliš domyšlenou
  kampaň společnosti Viesmann.
  Jedna diskutující si nikterak agresivně po
  -
  vzdechla, že jí tento styl kampaně nepřijde příliš
  zdařilý. Vreakci jí akademicky aktivní novinář
  zjistého zpravodajského týdeníku vzkázal, aby
  udělala něco pro záchranu Země ašla se oběsit.
  Zpátky kprvokům: Komunikační profesioná
  -
  lové by měli být ve svých veřejných výstupech
  schopni jisté míry sebeovládání. Jak kdysi kdesi
  řekl Jindřich Šídlo, na sociální sítě by člověk neměl
  psát nic, co není schopen či ochoten říct osobně
  do očí. Novináři by se téhle zásady měli držet
  dvojnásob.
  Doporučit každému, ským nesouhlasím, aby se
  šel oběsit, není nejlepší způsob, jak profesi vpro
  -
  středí plném prvoků získat respekt.
  P.S.: Vpříštím čísle MAMu jsme si pro vás
  nachystali jedno velké překvapení. Jak říkáme my
  bohemisté: Stay tuned!
  Ondřej Fér
  
  šéfredaktor
  Dobrý den
  a týden
  
  Když se novináři
  začnou chovat jako
  trol lové, nechť se
  nediví, že je jejich
  obecenstvo má za hnůj.
  O prvocích
  a trollech
  Foto: YOUTUBE
  03
  EDITORIAL
- Strana 4
  Svodka Filipa
  Rožánka
  Vysílací rada měla při
  svém posledním zasedání žně. Dala
  televizi Barrandov 30 dnů na to,
  aby začala vysílat skutečné zprávy
  aupozornila ji, že porušuje licenci.
  „Do vysílání byl jednou denně
  nasazen pořad, jehož název sice zněl
  Moje zprávy, ale za zpravodajský
  formát ho nelze považovat, protože
  primárně neinformuje, nepodává
  zprávy, což je zřejmé zobsahu
  prezentovaných sdělení, jejich
  subjektivního zpracování, zfaktu
  neoddělování informací od názorů
  akomentářů, adále zneaktuálnosti
  témat, popírající princip denního
  zpravodajského přehledu, který
  je výslovně uveden vlicenčních
  podmínkách,“ zhodnotili radní
  pořad Jaromíra Soukupa.
  Lagardere Active ČR
  už není Lagardere. Nový vlastník
  rádií Evropa 2 aFrekvence 1,
  skupina Czech Media Invest, rmu
  přejmenoval. Ve svých adresářích si
  tedy poznačte, že odteď už je to jen
  Active.
  Google lobbuje proti
  současnému znění chystané
  reformy autorských práv vEvropské
  unii. Pokud kvůli ní bude muset
  vydavatelům platit za úryvky ze
  zpravodajství, nejspíš Evropanům
  vypne službu Google News. Rozjel
  také antikampaň na YouTube, kde
  uživatelům představuje černou
  budoucnost bez jejich oblíbených
  videí.
  TV Prima začne od prosince
  vysílat denní pořad zprostředí
  tísňové linky 112. Série příběhů
  sleduje čtyři dispečery ajejich boj
  očas. „Považujeme za důležité
  alespoň takto ocenit jejich náročnou
  práci, které by si měl vážit každý,“
  říká Lenka Hornová, ředitelka
  obsahu TV Prima.
  Seznam.cz se dohodl se
  satelitní televizí Digi TV amobilním
  operátorem TMobile, takže každý
  prosincový víkend nabídne ve
  vysílání TV Seznam jeden přímý
  VÝBĚR ZPRÁV
  ŠÉFREDAKTORA MAM.CZ
  UDÁLOSTI POHLEDEM
  ŠÉFREDAKTORA
  MARKETING & MEDIA
  Nevěřili jste mi,
  tak teď plačte
  Zhruba před rokem touto dobou bylo
  neustálé sledování kurzu bitcoinu
  stejně populární jako oněco dřív hle
  -
  dání virtuálních pokémonů aještě
  oněco dřív mydlení hada na Nokii
  3310. Lidé se zbláznili ainvestovali
  do kryptoměny jako pominutí. Pak
  svoje úspěchy svěřovali sociálním
  sítím astarali se tak celé ekonomické
  bublině omarketing.
  Bublině? Ano, bublině. Zhruba
  před rokem jsem upozorňoval, že
  devadesát procent bitcoinů drží asi
  čtyřicet lidí, takzvaných velryb. Až
  je hra přestane bavit, pošlou bitcoin
  do kytek, shrábnou zisk aodeberou
  se na své soukromé ostrovy.
  Apřesně to se stalo. Vpolovině
  listopadu se podle dat serveru
  Coinmarketcap bitcoin obchodoval
  za 6300 dolarů, minulý týden to bylo
  4650 dolarů. Jen za poslední týden
  ubylo zkont bitcoinářů 27 miliard
  dolarů.
  Pokud tedy máte potřebu inves
  -
  tovat, nedejte na virální marketing
  adržte se osvědčených hodnot,
  atěmi vždycky byly abudou zbraně
  azlato.
  Tohle jablko je
  nahnilé
  Když už jsme začali mluvit obubli-
  nách, pojďme se krátce pověnovat
  největší, jakou naše doba zná. Ano,
  mluvím ospolečnosti Apple, která
  je na nejlepší cestě přijít opozici nej
  -
  hodnotnější značky na světě. Nedáv-
  no jsem na tomto místě zmiňoval,
  že rozhodnutí Applu zveřejňovat
  jen sumární data oobchodních
  výsledcích je podezřelé aejhle,
  na burzách zřejmě čtou Marke
  -
  ting & Media. Hodnota Applu totiž
  začala klesat asvětoví analytici
  zjišťují, proč tomu tak je.
  Nabízí se samozřejmě množství
  výkladů od těch ryze ekonomických
  až po vysvětlení, že jde ospiknutí ilu
  -
  minátů vedených Georgem Sorosem.
  Nejbližší realitě mi ale přijde tvrze
  -
  ní, že Apple ztratil srdce uživatelů,
  kteří ho považovali za lovebrand.
  Právě tahle skupina dokázala
  jablečným výrobkům prokazovat
  neskutečně efektivní komunikační
  služby. Troufám si říct, že manage
  -
  ment Applu tuto položku nedocenil
  apropadl přesvědčení, že vše od
  Applu je tak planetárně báječné,
  že to lidé budou kupovat iza cenu
  vlastní ledviny. Apřesně tento dojem
  je pro každý management fatální.
  Apple je pro někdejší zapálené mi
  -
  lovníky značky čím dál víc klasickým
  nenasytným kapitalistou. Ato je
  entita, kterou levicově liberální jádro
  fandů Applu nesnáší ještě víc než
  Donalda Trumpa anaftové motory.
  Sešup Applu právě začíná adejte
  na mě– bude dlouhý.
  Nikam nepůjde,
  tady zůstane
  Šéf Facebooku Mark Zuckerberg to
  poslední dobou nemá lehké apo
  pravdě řečeno– dobře mu tak. Jdou
  po něm politici iaktivisté, což je
  kombinace, která dokáže pokazit
  spaní itak sociopatické osobnosti, ja
  -
  kou Zuckerberg je. Bez většího zájmu
  ale proběhla zpráva oudálosti, která
  (pokud na ni skutečně dojde) by Zuc
  -
  kerberga mohla opravdu bolet.
  Trhem se totiž šíří sílící zvěsti, že
  se kodchodu zFacebooku chystá
  Sheryl Sandbergová. Zuckerberg
  dokonce pocítil potřebu vCNN říct,
  že jeho věrná Sheryl nikam nepůjde.
  Sama Sheryl zatím výhružně mlčí.
  Svět podle Féra
  Orůzných bublinách, Georgi Sorosovi
  iotom, že nikdy nevíte, kdo jednou
  bude číst vaše interní memoranda
  
  Čtveřice
  největších
  bank vČesku
  za letošní
  tři čtvrtletí
  vydělala
  41,2miliardy
  Kč, což je
  o700 milionů
  meziročně
  méně
  04 SCÉNA
- Strana 5
  přenos světového fotbalového
  utkání sčeským komentářem. První
  bude 2.prosince zápas Arsenal vs.
  Tottenham.
  Česká ﬁrma Hybrid
  Company, která vyvíjí aplikace pro
  hybridní televizní vysílání HbbTV
  (říká se mu také „červené tlačítko“),
  otevřela pobočku vSingapuru.
  Vpříštím roce by chtěla své řešení
  nasadit vMalajsii, Vietnamu nebo
  Indonésii. Úspěšně už působí
  nejenom na našem trhu, ale ina
  Slovensku, vPolsku, Rumunsku
  aMaďarsku.
  Ikea ve svých českých
  obchodních domech od loňského
  září do konce letošního srpna
  přivítala přes 10 milionů
  návštěvníků. Nakoupilo vní
  5,6milionu zákazníků. Internetové
  nákupy tvoří šest procent
  zcelkových tržeb.
  Mediální projekty
  TVBydleni.cz, TVArchitect.com
  ačesko-ruský magazín oluxusním
  životním stylu Mercury’sWay
  Magazine se spojily pod jednu
  skupinu snázvem Living Media.
  Jejím generálním ředitelem
  amenšinovým spolumajitelem je
  moderátor Míra Hejda. Většinový
  podíl drží plzeňský podnikatel
  Pavel Basl, kterému patří showroom
  bydlení adesignu New Living Center.
  Budějovický Budvar
  se chystá zahájit export svého piva
  na exotické Bermudy. Vcelém
  regionu Latinské Ameriky ovšem
  kvůli vleklým tahanicím oochranné
  známky musí používat značku
  Czechvar. Jedinou výjimkou je Kuba,
  kde prý oBudvar výrazně roste
  zájem.
  Čínská mediální skupina
  JSBC by měla zájem ospolupráci
  sČeskoslovenskou lmovou
  společností, pod kterou patří třeba
  stanice CS Film nebo Kino Svět.
  Nešlo by omajetkový vstup, ale
  spíše onákup avýrobu pořadů pro
  oba trhy. Jednání ale ještě nejsou
  uzavřena.
  Deset milionů korun
  zaplatí ministerstvo pro místní
  rozvoj za nákup mediálního
  prostoru pro kampaň na evropské
  fondy. Zakázku získala rma
  Remmark. Mediální prostor nakoupí
  tatáž agentura ipro CzechTourism,
  tentokrát za pět milionů korun pro
  kampaň na Český systém kvality
  služeb.
  Facebook nechce platit
  pokutu za vážné narušení ochrany
  osobních údajů vdůsledku kauzy
  Cambridge Analytica. Britské úřady
  mu před měsícem vyměřily sankci
  ve výši půl milionu liber. Sociální
  síť se proti ní odvolala, argumenty
  úřadu prý „neodrážejí dění“.
  Crowdfunding
  má jet podle
  nových pravidel
  Výbor Evropského parlamentu pro
  hospodářské aměnové záležitosti
  (ECON) chce zlepšit možnosti přes-
  hraničního investování, ochránit
  investory asjednotit pravidla
  fungování vnitřního trhu.
  Co by se mělo změnit? Oproti
  původnímu návrhu Komise schválil
  výbor navýšení limitu pro crowdfun
  -
  dingové kampaně zjednoho milionu
  na 8 milionů euro.
  Krom toho by nově měly plat
  -
  formy poskytovat jasné informace
  orizicích spojených sinvestováním,
  včetně rizika insolvence.
  Samotné crowdfundingové
  platformy se podle nového návrhu
  sice mohou nančně podílet na
  podpoře projektů zveřejněných na
  jejich stránkách, ale musí tak činit
  transparentně. Návrh nicméně
  nyní půjde do fáze vyjednávání
  sEvropskou komisí aRadou mi
  -
  nistrů, kde může dojít kznačným
  úpravám.
  Mark a kompro
  na George
  Nerad bych, aby to vypadalo,
  že jsem si tento týden zasedl na
  Facebook, ale když se to sejde,
  tak se to sejde. Business Insider
  přišel sodhalením, že si sociální síť
  Facebook najímala externí rmy
  achtěla od nich, aby očerňovaly
  kritiky chování miliardové sociální
  sítě. Business Insider tvrdí, že
  šéf komunikace Facebooku Elliot
  Schrage, mimochodem vyhlášený
  člověk na špinavou práci, vzadání
  chtěl, aby se po internetu začalo
  šířit, že kdo kritizuje Facebook,
  je placený Georgem Sorosem.
  Průsak této poměrně výbušné
  informace vedl kvýměně interních
  memorand, vnichž se Schrage,
  Zuckerberg aCOO Facenooku
  Sheryl Sandbergová navzájem
  obviňují zchyb, nebo si naopak
  po vzoru obviněných ztotalitních
  monstrprocesů sypou popel
  na hlavu aprovádějí rituální
  sebekritiku.
  Je to neveselé čtení– ataky varo
  -
  vání pro všechny manažery: Pozor
  na to, co píšete do interních mem,
  nikdy nevíte, kdo všechno je nako
  -
  nec bude číst.
  Když se dojné
  krávě srazí
  mléko
  Ve vydavatelství Condé Nast byli
  dlouhé roky zvyklí, že časopis
  Glamour aspoň na severoamerickém
  trhu funguje jako dojná kráva, jejíž
  struky nevysychají. Nikdo si nedoká
  -
  zal představit, že by to snad mohlo
  někdy být jinak– astalo se.
  Ačkoliv prodeje Glamour meziroč
  -
  ně vyskočily očtyřiadvacet procent
  směrem nahoru, objem inzerce se ve
  stejném období snížil skoro očtyři
  -
  cet procent. Aještě jedno nehezké
  číslo: prodeje Glamour rostou už
  třetím rokem, třetím rokem ale také
  klesá inzertní výnos.
  Glamour mnohokrát nesl hrdé
  znamení objevitele nových vyda
  -
  vatelských cest. Teď se dostal do
  nevděčné role herolda krize, která
  se blíží na trh lesklých časopisů. Na
  jedné straně lidé mají chuť ipeníze
  si je kupovat. Na straně druhé in
  -
  zerenti chtějí svoje peníze dávat do
  skvěle měřitelné inzerce von-linu.
  Print se vtéto spirále stává tím, kdo
  by mohl dostat černého Petra ajít
  ze hry.
  Zprávy
  z první
  ruky
  NOVINÁŘ ČI PÍÁRISTA?
  Panuje všeobecná shoda na
  tom, že píárista by neměl být
  současně novinářem. Tuto
  shodu narušuje případ Jiřího
  Štea, který ﬁguruje současně
  jako redaktor časopisu Reﬂex
  a executive v agentuře PR Mollo.
  Reﬂex na prosbu o vyjasnění
  situace nereagoval, každopádně
  to není poprvé, co tento titul řeší
  podobný problém. V dřívější
  době se například ukázalo, že
  pro Reﬂex Přemysl Čech psal
  o stejných tématech, která měl
  na starosti v PR agentuře.
  AIRBNB POSÍLÍ KOMUNIKACI
  Podle informací MAM chce
  globální platforma pro
  krátkodobé pronájmy AirBnB
  posílit svou komunikaci v Česku.
  Společnost k tomu vede tlak,
  který na ni vyvíjí nově zvolené
  pražské zastupitelstvo. Prozatím
  se po pražských kuloárech
  začali pohybovat uhlazení mladí
  mužové a sebevědomé mladé
  ženy, kteří se snaží sehnat
  kompro zejména na pirátské
  zastupitele. Pokud to takhle
  půjde dál, můžeme se na jaře
  dočkat poměrně špinavých
  záležitostí.
  POZADÍ ZÁSAHU NA MMR
  Policie minulý týden zasahovala
  na ministerstvu pro místní rozvoj,
  odkud si odnesla podle informací
  v médiích například počítač
  ministryně Dostálové. Pro
  branži stojí za zmínku, že podle
  důvěryhodného zdroje celá kauza
  zasahuje do světa mediálních
  agentur a veřejných zakázek.
  Případ budeme dál sledovat.
  Foto: A. QUINTANO
  05
  SCÉNA
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