Strana 4

Marketing & Media

Marketing & Media

Časopis Marketing a Media je prestižním a vlivným oborovým médiem.
49/2019

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
  PRAHA ZMĚNÍ
  MARKETING
  Chce mít historické
  centrum bez matrjošek
  a pivních turistů.
  Jak toho docílí?
  ABY NA NĚ SANTA
  NEZAPOMNĚL
  Australský obchodní
  řetězec šetří práci rodičům
  dětskými punčochami
  s GPS lokátorem
  KAM PRO
  ALKOHOL?
  Odborníci na retail
  hodnotili prodejny
  s pitím. Zaujal je
  anglický pop-up bar
  49
  9. prosince 2019
  99 Kč / 4,90 €
  str. 6–11 str. 18–19 str. 20–21
  I GLADIÁTOŘI
  POTŘEBUJÍ
  MARKETING
  KONEC
  SOUPEŘENÍ
  TAŤÁNA
  LE MOIGNE
  9 771234 567898
  49
- Strana 2
  objednávejte na chci.mam.cz nebo na tel.: 735 707 420
  EXTRA
  PROSTORY
  PRO AKCE
  VÝKONNOSTNÍ
  MARKETING
  Je stále nákladnější.
  Jak ho uchopit, aby byl
  opravdu výkonný
  a rmám se vyplatil?
  PODLE KÁVY POZNÁŠ
  ČECHA?
  Projekt Atlas Čechů nabízí
  pohledy na životní styl
  zdejší populace. Zjistěte,
  kdo pije jakou kávu.
  HODNOCENÍ
  PRODEJEN DIY
  Experti na retail
  se tentokrát zaměřili
  na prodejny zboží
  pro zahradu a dům.
  KREATIVNÍ
  VÝCHOD
  JAN
  BINAR
  42–43
  21. října 2019
  99 Kč / 4,90 €
  roční 3 500 Kč
  dvouleté 6 000 Kč
  roční 3 500 Kč
  dvouleté 6 000 Kč
  roční 5 000 Kč
  dvouleté 10 000 Kč
  roční 10 000 Kč
  dvouleté 20 000 Kč
  EXTRA
  PROSTORY
  PRO AKCE
  VÝKONNOSTNÍ
  MARKETING
  Je stále nákladnější.
  Jak ho uchopit, aby byl
  opravdu výkonný
  a rmám se vyplatil?
  PODLE KÁVY POZNÁŠ
  ČECHA?
  Projekt Atlas Čechů nabízí
  pohledy na životní styl
  zdejší populace. Zjistěte,
  kdo pije jakou kávu.
  HODNOCENÍ
  PRODEJEN DIY
  Experti na retail
  se tentokrát zaměřili
  na prodejny zboží
  pro zahradu a dům.
  KREATIVNÍ
  VÝCHOD
  JAN
  BINAR
  42–43
  21.října2019
  99Kč/4,90 €
  ušetřete až
  14 000 Kč
  ušetřete až
  34 000 Kč
  KREATIVNÍ
  VÝCHOD
  JAN
  BINAR
  Předplaťte si
  Marketing & Media
  tištěný časopis
  MAM
  PRINT
  časopis na webu nebo ve čtečce
  MAM
  DIGITAL
  MAM
  KOMPLET
  MAM print + MAM digital + online
  archiv + vstup Forum Media Focus
  MAM
  EXPERT
  MAM print + MAM digital + online
  archiv + vstup Forum Media + vstup
  Forum Media Focus
  a získejte vstup na všechny
  akce z cyklu Forum Media
  VĚNUJTEPŘEDPLATNÉRESPEKTU
  SVÝMBLÍZKÝMJAKODÁREK
  AODNÁSDOSTANETESTYLOVOUPLÁTĚNOUTAŠKURESPEKT
  TIŠTĚNÝRESPEKTSPECIÁLAVÁNOČNÍPŘÁNÍSPODPISEMŠÉFREDAKTORA*
  Objednávejte na: respekt.cz/vanoce2019
  *Vánoční přání, tištěný speciál a plátěnou tašku zašleme na vaši adresu.
  Platí pro předplatné na 12 měsíců a pro objednávky uhrazené do 5. . .
- Strana 3
  Někdy před půl rokem přišel náš
  šéfredaktor stím, že bychom si
  vredakci mohli zavést takové malé
  čtenářské besedy. Každý týden by si
  jeden znás připravil knížku, kterou
  by krátce představil ostatním. Čím
  nás vybraný titul zaujal aobohatil.
  Ideálně mělo jít oknihu, která
  nesouvisí stím, očem každý týden
  píšeme do časopisu, to abychom si
  rozšířili obzory oúplně jiné myšlen
  -
  ky ainspiraci. Mělo jít možná taky
  oformu teambuildingu. Čtenářský
  klub se nakonec neujal, místo toho
  jsme zavedli čtvrteční obědy, kdy
  se střídáme vtom, kdo zrovna kole
  -
  gům navaří něco dobrého.
  Proč ovšem nevrátit původní
  ušlechtilý záměr alespoň symbo
  -
  licky na omezené místo tohoto
  úvodníku? Takže: na stole vpokoji
  mi právě leží kniha „Tao te ťing“
  od čínského mistra Lao -c’. Před spa
  -
  ním si vždy přečtu pár myšlenek.
  Jedna znich praví: „Aniž byste
  vykročili ze dveří, můžete poznat
  svět. Aniž byste vyhlédli zokna,
  můžete spatřit Cestu Nebes. Čím
  dále zajdete, tím menší bude vaše
  poznání. Proto mudrc poznává bez
  cestování, spatřuje bez rozhlížení
  akoná bez činnosti; namísto toho,
  aby se pachtil za sny azápasil
  spřeludy.“
  Ve světle dnešní posedlosti
  cestováním je tento citát fascinující.
  Říká nám, že nepotřebujeme trávit
  dvakrát za rok dovolenou vexotické
  destinaci apoznávat celý svět, aby
  -
  chom se cítili šťastně. Nepotřebuje-
  me každý měsíc odlétat na víkend
  do některé zevropských metropolí,
  ikdyby letenka do Barcelony nebo
  Londýna byla levnější než jízdenka
  na vlak zPrahy do Brna, anám se
  tak bez ohledu na emise oxidu uh
  -
  ličitého „vyplatilo“ tam letět třeba
  ina jeden den.
  Hlavním tématem čísla je
  marketing pražského cestovního
  ruchu. Hlavní město chce začít
  lákat turisty, kteří sem nebudou
  jezdit za lacinou zábavou arušit
  vnoci Pražany (hlučně se samozřej
  -
  mě nechovají jen někteří cizinci,
  ale i někteří Pražané). Podle radní
  Hany Třeštíkové, která zodpovídá
  za oblast kultury, památkové péče,
  výstavnictví acestovního ruchu,
  by bylo vhodné se zaměřit zejména
  na návštěvníky zokolních států,
  právě kvůli nižší uhlíkové stopě při
  dopravě.
  Věřme, že se to podaří. Avěřme,
  že se turisté ještě vbudoucnu
  vrátí. Třeba aby si do sbírky koupili
  nějakou další hezkou českou ma
  -
  trjošku vněkterém znesčetných
  líbezných obchůdků Starého Města
  pražského.
  Jan Klika
  
  redaktor
  Poznávat bez
  cestování
  O tolik stouply na americkém trhu v obchodech otevřených déle
  než rok tržby řetězci Walmart, konkrétně za třetí čtvrtletí roku.
  Firmě to kompenzovalo slabší hospodářské výsledky v zahraničí,
  třeba v Británii.
  Číslo týdne
  3,2 %
  PŘÍPADOVÁ STUDIE
  MYER POMÁHÁ RODIČŮM
  A to speciálními GPS
  punčochami a aplikací, kam děti
  zapisují svá vánoční přání
  str. 18—19
  ROZHOVOR
  TECHNOLOGIE MAJÍ VYTVÁ
  ŘET POZITIVNÍ HODNOTU
  říká šéa českého Googlu
  Taťána le Moigne
  str. 16— 17
  MAM SPORT
  BIJCI VYPRODALI O2 ARENU
  Rozhovor s Ondřejem Novotným
  o stoupajícím zájmu o bojové
  sporty a jak jej využít
  str. 22 — 23
  KAMPAŇ
  KAMPAŇ ZA VĚTŠÍ
  BEZPEČNOST
  Společnost Eurovia chce snížit
  rizika pracovníků na stavbách
  str. 24—25
  PŘÍPADOVÁ STUDIE
  BIBBY FINANCIAL SERVICES
  CHTĚLI VÍC
  Jak si s jejich zadáním poradil
  tým Astronaut Creative Lab?
  str. 26 — 27
  TÉMA
  PRAHA HLEDÁ MARKETÉRA
  TURISMU
  Hlavní město řeší, jak přilákat
  movitější a klidnější klientelu
  str. 6 —11
  T
  03 EDITORIAL
- Strana 4
  UDÁLOSTI POHLEDEM
  REDAKTORA
  MARKETING & MEDIA
  Holoreklama
  nastupuje
  Fanoušci kultovního britského
  seriálu Červený trpaslík si doza
  -
  jista vzpomenou na díl, vněmž
  hologram Rimmer získá možnost
  ucházet se opozici na hololodi
  sdružující největší hologracká
  esa vesmíru. Podobně ive lmu
  Blade Runner zroku 1982 se obje
  -
  vila interaktivní personalizovaná
  venkovní reklama, která reaguje
  na kolemjdoucí. Tak daleko ještě
  technologie není, ale hologramy
  přesto pronikají do našich životů
  stále více. Vpražském centru DOX
  byla minulý týden představena
  nová síť reklamních nosičů HLV,
  která umožňuje standardizovanou
  reklamu ve 3D provedení.
  Vprvní fázi jde ovybudování sítě
  reklamních nosičů, později přibude
  izvuk ainteraktivita. Síť zatím
  pokrývá velká pražská obchodní
  centra apostupně se bude rozšiřo
  -
  vat celostátně ido zahraničí.
  Obraz je vHD rozlišení emi
  -
  tovaný do jedné či obou stran.
  Desetivteřinové reklamní spoty se
  pravidelně střídají ajsou pozorova
  -
  telné zobou stran, aniž se navzájem
  ruší. Budoucnost standardu HLV
  není jen vreklamě amarketingu.
  Pro holopanely se nabízí využití ve
  veřejném prostoru, vhromadné
  dopravě, na letištích, nádražích…
  Až na telco
  dobrý
  Zákaznická zkušenost vČesku se
  poslední tři roky zlepšuje. Alespoň
  podle studie společnosti KPMG
  „Generace CX“, která hodnotí devět
  odvětví české ekonomiky. Součástí
  studie je ipřehled 100 značek
  poskytujících nejlepší zákaznickou
  zkušenost. První místo vžebříč
  -
  ku obsadila Air Bank, druhá je
  La Formaggeria Gran Moravia,
  třetí skončila Equa bank. Nejlepší
  zkušenosti mají klienti restaurací
  arychlých občerstvení, druhý je
  sektor zábava avolný čas, na třetím
  místě je retail.
  Studie popisuje zkušenosti zá
  -
  kazníků pomocí šesti pilířů. Největ-
  ší dopad na celkovou zákaznickou
  zkušenost má na českém trhu stále
  integrita, tedy důvěryhodnost znač
  -
  ky, její vliv ale mírně klesá. Roste
  vliv empatie, kterou mohou značky
  ovlivnit zejména vkontaktu svých
  zaměstnanců se zákazníkem.
  Spokojenost českých zákazníků
  navíc narůstá svěkem. Pozitivnější
  hodnocení než loni má 83 procent
  značek. Zlepšení zaznamenala
  od roku 2017 všechna sledovaná
  odvětví svýjimkou telekomunikací,
  čemuž se vzhledem koligopolu
  na trhu a„dojení“ tuzemských
  zákazníků není čemu divit. Ačtvrtý
  operátor je stále vnedohlednu…
  I vzduch se dá
  prodat
  Říká se, že dobrý markeťák prodá
  zmrzlinu iEskymákovi nebo
  dokáže přesvědčit knákupu lyží
  obyvatele pouštních oblastí. Jsou
  ovšem věci, které by člověk vnabíd
  -
  ce nečekal.
  Třeba plechovku sčerstvým
  vzduchem. Byznys se stáčeným čis
  -
  tým vzduchem je hlavně vasijských
  městech zamořených smogem
  aprachem vytvářejících žlutošedé
  oblačno na vzestupu. Podle Air
  Pollution indexu je totiž většina
  indických měst těžce včervených
  číslech atak se bizarní nápad na
  prodej vzduchu vtěchto podmín
  -
  kách stává realitou se skutečnou
  poptávkou.
  Panenský vzduch zpohoří
  Canadian Rockies prodává vČíně
  například kanadský startup Vitality
  Air. Třílitrová plechovka stojí kolem
  1500 rupií čili asi 500 korun. Jelikož
  průměrný člověk za den vydýchá
  asi 11 tisíc litrů vzduchu, náklady na
  zdravý styl by byly astronomické.
  Další rma Pure Himalayan Air
  prodává desetilitrovou nádobu za
  550 rupií, což vystačí asi na 160
  nádechů.
  Podle evropských směrnic
  mohou být překročeny limity pro
  znečištění ovzduší pouze 35dní
  vroce. Tento limit je ovšem třeba
  voblasti karvinské uhelné pánve
  běžně vyčerpán už koncem února.
  Zatím ale žádný podnikavec ze Slez
  -
  ska čistý vzduch nenabízí, přece jen
  jde onízkopříjmový kraj.
  Už Kocourkovští chytali světlo
  do pytlů, teď se plní plechovky
  vzduchem, balené vody jsou na
  trhu už dlouho aoheň vzapalo
  -
  vačích taky. Každý přírodní živel,
  který je všude kolem nás, může být
  na prodej, když se ve správný čas
  nabídne správným zákazníkům.
  Svět podle Hejkrlíka
  Holoreklamy, spokojení zákazníci
  a vzduch v plechovce
  
  Labutí píseň
  Týdne. Časopis
  snížil rozsah
  stran o třetinu,
  redaktoři
  odcházejí.
  Pomalu se tak
  přibližuje osudu
  Instinktu, který
  letos přestal
  vycházet úplně.
  Foto: HOLOMOTION
  04 ZPRÁVY
- Strana 5
  Svodka
  Marie
  Trubetské
  Český rozhlas vminulém
  týdnu spustil dva nové projekty.
  Prvním znich je služba mujRoz
  -
  hlas adruhým aplikace pro děti
  Rádia Junior. Služba mujRozhlas
  soustředí na jednom místě všechny
  pořady Českého rozhlasu, podcasty
  iživá vysílání. Uživatelé ji mohou
  využívat online nebo prostřednic
  -
  tvím mobilní aplikace. Obsah bude
  zároveň dostupný ioine. Druhý
  projekt, aplikace Rádia Junior,
  umožní poslech vysílání avšech
  dětských pořadů živě ion -demand
  (na vyžádání). Aplikace dětem
  zároveň nabízí hry nebo možnost
  interakce smaskotem rádia, Ušou
  -
  nem Rušounem.
  Witkowitz je nový brand,
  který zastřešuje osm strojírenských
  rem, znichž některé dříve spa
  -
  daly do vítkovického koncernu. Za
  logem icelou korporátní identitou
  stojí pražské studio La Taupe, které
  ve spolupráci sMartinem Duškem
  zajistilo také remní tiskoviny, pro
  -
  pagační předměty iweby jednotli-
  vých značek.
  Zlatá pecka, tradiční
  oborová soutěž, kterou poosmnác
  -
  té pořádá profesní organizace PR
  Klub, rozšířila soutěžní kategorie
  aumožnila přihlášení isloven
  -
  ským subjektům. Kromě známých
  kategorií přibydou idalší, jako
  jsou například Inovativní využití
  sociálních sítí, Nejlepší zapojení in
  -
  uencera či celebrity nebo Nejlepší
  krizová komunikace akomunikace
  změny. Firmy, neziskové organi
  -
  zace ivládní instituce mohou při-
  hlášky podávat do 14.února2020,
  vyhlášení vítězů se pak uskuteční
  -
  koncem dubna.
  Alpaka nový český startup si
  klade za cíl vČesku rozšířit povědo
  -
  mí oslow -fashion. Aplikace sleduje
  kvalitu šatníku pomocí poměru
  ceny oděvu, bot nebo doplňků ku
  počtu jejich nošení, tedy ukazatele
  cost per wear (CPW). Zároveň fun
  -
  guje jako platforma, která sdružuje
  obchody aznačky sudržitelnou
  módou. Vbudoucnu by měla funk
  -
  ce rozšířit také omožnost výměny
  oblečení vrámci „slow fashion
  swapu“.
  AKA na konferenci snázvem
  Pozor! Dezinformace! Nekrmit!,
  jež proběhla vminulém týdnu
  akterou spolupořádala se Senátem
  Parlamentu České republiky,
  zveřejnila prohlášení, vněmž se
  zavázala kzamezení nancování
  dezinformačních webů zreklamy.
  AKA se tímto krokem inspirovala
  na Slovensku, kde organizace kon
  -
  spiratori.sk od roku 2016 sleduje
  závadný obsah apodle stanovených
  kritérií uděluje body jednotlivým
  webům. Kjejich aktivitě se připojily
  některé tamní mediální agentury
  i zadavatelé asweby snízkými
  ratiny nespolupracují.
  Proudly, server, který před-
  stavuje alternativu ke klasickým
  kariérním portálům, po sloučení
  sfrancouzskou rmou Welcome to
  the Jungle, které proběhlo na začát
  -
  ku roku, mění svou platformu. Změ-
  nil se obsah webu ivzhled remních
  prolů. Nově přibyla například
  rubrika pro lidi zIT snázvem Be
  -
  hind the code. Platfroma se chystá
  také na převzetí webových seriálů
  apořadů, včetně jejich lokalizace.
  O2 si dovezlo zlaté ocenění ze
  soutěže European Excellence
  Awards, která hodnotí práce vob
  -
  lasti PR akomunikace. Získalo ji za
  projekt „České děti vkybersvětě“,
  který upozorňuje na rizika, jimž
  dnes české děti na internetu čelí.
  
  VÝBĚR ZPRÁV
  REDAKTORKY MAM
  Hledá se
  obraz Prahy
  Staňte se členem představenstva Prague City Tourism
  zodpovědným za marketing a utvářejte image Prahy
  doma i v zahraničí.
  Životopisy posílejte do 31. 12. 2019
  na hledaseobraz@praha.eu.
  www.praguecitytourism.com
  Inzerce
  ZPRÁVY05
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