[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.outcry.cz\/proc-je-dulezite-peclive-naplanovat-reklamni-kampane\/#Article","mainEntityOfPage":"https:\/\/www.outcry.cz\/proc-je-dulezite-peclive-naplanovat-reklamni-kampane\/","headline":"Pro\u010d je d\u016fle\u017eit\u00e9 pe\u010dliv\u011b napl\u00e1novat reklamn\u00ed kampan\u011b","name":"Pro\u010d je d\u016fle\u017eit\u00e9 pe\u010dliv\u011b napl\u00e1novat reklamn\u00ed kampan\u011b","description":"Pokud chcete na trh uv\u00e9st nov\u00fd v\u00fdrobek, je pot\u0159eba jej nejprve potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm p\u0159edstavit. To je mnohem d\u016fle\u017eit\u011bj\u0161\u00ed krok, ne\u017e si v\u011bt\u0161ina z n\u00e1s uv\u011bdomuje a \u010dasto na n\u011bm z\u00e1vis\u00ed, zda bude nov\u00fd produkt \u00fasp\u011b\u0161n\u00fd a bude se prod\u00e1vat \u010di nikoliv. A pr\u00e1v\u011b k tomu slou\u017e\u00ed reklamn\u00ed kampan\u011b. Navzdory b\u011b\u017en\u00e9mu p\u0159esv\u011bd\u010den\u00ed se nejedn\u00e1 o pouhou […]","datePublished":"2019-12-15","dateModified":"2023-05-15","author":{"@type":"Person","@id":"https:\/\/www.outcry.cz\/author\/#Person","name":"","url":"https:\/\/www.outcry.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/8497d718f60c891079802e88ae93b6c100d284127a9ef9549781b221f13b4bab?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8497d718f60c891079802e88ae93b6c100d284127a9ef9549781b221f13b4bab?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"outcry.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.outcry.cz\/wp-content\/uploads\/img_a368693_w1959_t1580981783.jpg","url":"https:\/\/www.outcry.cz\/wp-content\/uploads\/img_a368693_w1959_t1580981783.jpg","height":0,"width":0},"url":"https:\/\/www.outcry.cz\/proc-je-dulezite-peclive-naplanovat-reklamni-kampane\/","about":["N\u00e1kupy"],"wordCount":507,"articleBody":"      Pokud chcete na trh uv\u00e9st nov\u00fd v\u00fdrobek, je pot\u0159eba jej nejprve potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm p\u0159edstavit. To je mnohem d\u016fle\u017eit\u011bj\u0161\u00ed krok, ne\u017e si v\u011bt\u0161ina z n\u00e1s uv\u011bdomuje a \u010dasto na n\u011bm z\u00e1vis\u00ed, zda bude nov\u00fd produkt \u00fasp\u011b\u0161n\u00fd a bude se prod\u00e1vat \u010di nikoliv. A pr\u00e1v\u011b k tomu slou\u017e\u00ed reklamn\u00ed kampan\u011b. Navzdory b\u011b\u017en\u00e9mu p\u0159esv\u011bd\u010den\u00ed se nejedn\u00e1 o pouhou reklamu nap\u0159\u00edklad v televizi, rozhlase \u010di tisku. Ve skute\u010dnosti se jedn\u00e1 o cel\u00fd soubor procedur a opat\u0159en\u00ed, kter\u00e1 maj\u00ed pomoci, aby se v\u00fdrobek dostal na trh co nejleh\u010deji a aby se dob\u0159e prod\u00e1val. Z\u00e1kladem v\u0161eho je samoz\u0159ejm\u011b d\u016fkladn\u00e9 pl\u00e1nov\u00e1n\u00ed. Tomu p\u0159edch\u00e1z\u00ed pr\u016fzkum trhu, soust\u0159ed\u011bn\u00fd na to, zda a v jak\u00fdch \u00faprav\u00e1ch z\u00e1kazn\u00edci nov\u00fd produkt nejv\u00edce uv\u00edtaj\u00ed, p\u0159\u00edpadn\u011b jak\u00fdm zp\u016fsobem na n\u011b nejl\u00e9pe zap\u016fsobit. P\u0159itom se samoz\u0159ejm\u011b mus\u00ed vyty\u010dit c\u00edlov\u00e1 skupina, na kterou bude produkt sm\u011b\u0159ov\u00e1n. Zd\u00e1 se samoz\u0159ejm\u00e9, \u017ee na \u010d\u00edm \u0161ir\u0161\u00ed publikum budeme c\u00edlit, t\u00edm v\u00edc z\u00e1kazn\u00edk\u016f budeme m\u00edt. Tak jednoduch\u00e9 to v\u0161ak ani zdaleka nen\u00ed. T\u00edm hlavn\u00edm d\u016fvodem je to, \u017ee na \u010d\u00edm \u0161ir\u0161\u00ed publikum c\u00edl\u00edme, t\u00edm obecn\u011bj\u0161\u00ed propaga\u010dn\u00ed prost\u0159edky mus\u00edme pou\u017e\u00edt. Ty v\u0161ak nejsou ani zdaleka tak efektivn\u00ed, co\u017e v d\u016fsledku znamen\u00e1, \u017ee zaujmou mnohem m\u00e9n\u011b lid\u00ed, a tedy m\u00e9n\u011b lid\u00ed vyzkou\u0161\u00ed dan\u00fd v\u00fdrobek. Proto je d\u016fle\u017eit\u00e9 pe\u010dliv\u011b zvolit, na jakou skupinu budeme c\u00edlit. Pokud m\u00e1me vybr\u00e1no, je pot\u0159eba zjistit, kter\u00e1 v\u011bc nejv\u00edce zaujme. Je moment\u00e1ln\u011b v kurzu vesm\u00edr? Ocen\u00ed reklamy se sexu\u00e1ln\u00edm podtextem? Nebo rad\u011bji roztomil\u00e1 zv\u00ed\u0159\u00e1tka? A kter\u00e9 m\u00e9dium \u010di kombinaci m\u00e9di\u00ed zvolit? M\u00e1me vsadit na televizi, internet, nebo sp\u00ed\u0161e odborn\u00e9 \u010dasopisy a jin\u00e9 tiskoviny? Nap\u0159\u00edklad televize a internet se zd\u00e1 samoz\u0159ejmost\u00ed, av\u0161ak nap\u0159\u00edklad star\u0161\u00ed lid\u00e9 jej ve velk\u00e9 v\u011bt\u0161in\u011b prakticky v\u016fbec nevyu\u017e\u00edvaj\u00ed. Pokud je tedy n\u00e1\u0161 nov\u00fd v\u00fdrobek ur\u010den t\u00e9to generaci, je lep\u0161\u00ed vsadit na televizi, kterou sleduj\u00ed ve velk\u00e9 m\u00ed\u0159e. Naopak mlad\u00ed lid\u00e9 ji dnes ji\u017e p\u0159\u00edli\u0161 nesleduj\u00ed, m\u00edsto toho pou\u017e\u00edvaj\u00ed po\u010d\u00edta\u010d, mobiln\u00ed telefon nebo tablet. Je tedy dobr\u00e9 vyu\u017e\u00edt sp\u00ed\u0161e tyto platformy. Samoz\u0159ejm\u011b nesm\u00edme zapomenout ani na fakt, \u017ee finance jsou p\u0159eci jen omezen\u00e9. Mus\u00ed se tedy pe\u010dliv\u011b spo\u010d\u00edtat n\u00e1klady a porovnat je s o\u010dek\u00e1van\u00fdm v\u00fdd\u011blkem, aby se zjistilo, zda se to vyplat\u00ed. Jak je vid\u011bt, vytvo\u0159it reklamn\u00ed kampa\u0148 nen\u00ed v\u016fbec nic snadn\u00e9ho. Proto bychom nem\u011bli na reklamy p\u0159\u00edli\u0161 nad\u00e1vat, koneckonc\u016f i ony jsou jen prac\u00ed, kterou n\u011bkdo musel ud\u011blat.                                                                                                                                                                                                                                                                                                                                                                                          3.8\/5 - (10 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Pro\u010d je d\u016fle\u017eit\u00e9 pe\u010dliv\u011b napl\u00e1novat reklamn\u00ed kampan\u011b","item":"https:\/\/www.outcry.cz\/proc-je-dulezite-peclive-naplanovat-reklamni-kampane\/#breadcrumbitem"}]}]