[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.mcparnicek.cz\/reklamni-predmety-s-potiskem-vs-reklama-v-televizi-co-je-ucinnejsi\/#Article","mainEntityOfPage":"https:\/\/www.mcparnicek.cz\/reklamni-predmety-s-potiskem-vs-reklama-v-televizi-co-je-ucinnejsi\/","headline":"Reklamn\u00ed p\u0159edm\u011bty s potiskem vs. reklama v televizi \u2013 co je \u00fa\u010dinn\u011bj\u0161\u00ed","name":"Reklamn\u00ed p\u0159edm\u011bty s potiskem vs. reklama v televizi \u2013 co je \u00fa\u010dinn\u011bj\u0161\u00ed","description":"Propagace je pro ka\u017edou firmu \u017eivotn\u011b d\u016fle\u017eit\u00e1. Bez n\u00ed by potenci\u00e1ln\u00ed z\u00e1kazn\u00edci nev\u011bd\u011bli, \u017ee v\u016fbec existuje, co\u017e by samoz\u0159ejm\u011b znamenalo, <a href=\"https:\/\/www.mcparnicek.cz\/reklamni-predmety-s-potiskem-vs-reklama-v-televizi-co-je-ucinnejsi\/\" class=\"read-more\">P\u0159e\u010d\u00edst...<\/a>","datePublished":"2019-10-21","dateModified":"2023-05-09","author":{"@type":"Person","@id":"https:\/\/www.mcparnicek.cz\/author\/#Person","name":"","url":"https:\/\/www.mcparnicek.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/33549a3bd69022b5544ec751c6f690d75868252394a5ec007d9ed3f2c30f7874?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/33549a3bd69022b5544ec751c6f690d75868252394a5ec007d9ed3f2c30f7874?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"mcparnicek.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.mcparnicek.cz\/wp-content\/uploads\/img_a366191_w1757_t1578907440.jpg","url":"https:\/\/www.mcparnicek.cz\/wp-content\/uploads\/img_a366191_w1757_t1578907440.jpg","height":0,"width":0},"url":"https:\/\/www.mcparnicek.cz\/reklamni-predmety-s-potiskem-vs-reklama-v-televizi-co-je-ucinnejsi\/","about":["N\u00e1kupy"],"wordCount":625,"articleBody":"  Propagace je pro ka\u017edou firmu \u017eivotn\u011b d\u016fle\u017eit\u00e1. Bez n\u00ed by potenci\u00e1ln\u00ed z\u00e1kazn\u00edci nev\u011bd\u011bli, \u017ee v\u016fbec existuje, co\u017e by samoz\u0159ejm\u011b znamenalo, \u017ee by jej\u00ed v\u00fdrobky nikdo nevyhled\u00e1val. Samoz\u0159ejm\u011b m\u016f\u017eeme \u0159\u00edci, \u017ee nap\u0159\u00edklad u potravin by to mohlo b\u00fdt celkem jedno, ale opak je pravdou. Pr\u00e1v\u011b d\u00edky \u0161irok\u00e9 nab\u00eddce zbo\u017e\u00ed chce ka\u017ed\u00e1 firma sv\u00e9 z\u00e1kazn\u00edky p\u0159esv\u011bd\u010dit, \u017ee pr\u00e1v\u011b ty jej\u00ed v\u00fdrobky jsou ty nejlep\u0161\u00ed. K tomu slou\u017e\u00ed r\u016fzn\u00e9 druhy reklam. Typick\u00fdmi p\u0159\u00edklady jsou reklama v televizi a reklamn\u00ed p\u0159edm\u011bty s potiskem betMarks. Mezi nimi jsou samoz\u0159ejm\u011b markantn\u00ed rozd\u00edly, a\u0165 u\u017e se t\u00fdk\u00e1 zp\u016fsobu pou\u017eit\u00ed, ceny \u010di \u00fa\u010dinnosti. Kter\u00fd z nich je ale lep\u0161\u00ed? A mohou se navz\u00e1jem dopl\u0148ovat? Jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f je samoz\u0159ejm\u011b cena. A zde je jasn\u00e9, \u017ee v\u00fdroba r\u016fzn\u00fdch propaga\u010dn\u00edch p\u0159edm\u011bt\u016f stoj\u00ed mnohem m\u00e9n\u011b, ne\u017e nato\u010den\u00ed televizn\u00edho klipu, nemluv\u011b o zaplacen\u00ed r\u016fzn\u00fdm televizn\u00edm stanic\u00edm za to, \u017ee jej budou vys\u00edlat. P\u0159esto jsou televizn\u00ed reklamy v\u00edce pou\u017e\u00edvan\u00e9. Pro\u010d? D\u016fvodem je \u00fa\u010dinnost reklamy, co\u017e je prakticky nejd\u016fle\u017eit\u011bj\u0161\u00ed faktor. Firm\u00e1m by se nevyplatilo investovat do typu propagace, kter\u00e1 c\u00edlov\u00e9 z\u00e1kazn\u00edky nep\u0159esv\u011bd\u010d\u00ed o koupi. A v tomto ohledu pat\u0159\u00ed televizn\u00ed klipy k t\u011bm nej\u00fa\u010dinn\u011bj\u0161\u00edm. Pro\u010d? Na televizi se d\u00edvaj\u00ed prakticky v\u0161ichni. Zas\u00e1hne tedy \u0161irokou demografickou \u0161k\u00e1lu obyvatel. Nav\u00edc je velmi flexibiln\u00ed a je mo\u017en\u00e9 ji upravit p\u0159esn\u011b tak, aby p\u016fsobila nejv\u00edce pr\u00e1v\u011b na c\u00edlovou skupinu. To ve spojen\u00ed s vyu\u017eit\u00edm nejr\u016fzn\u011bj\u0161\u00edch pr\u016fzkum\u016f a teori\u00ed psychologie dosahuje toho, \u017ee televizn\u00ed reklama m\u00e1 na ka\u017ed\u00e9ho z n\u00e1s skute\u010dn\u011b velk\u00fd vliv. Na druhou stranu tu m\u00e1me reklamn\u00ed p\u0159edm\u011bty. Obvykle se jedn\u00e1 o drobnosti, jako jsou propisky \u010di kl\u00ed\u010denky nebo p\u0159\u00edv\u011bsky. Jejich v\u00fdroba je velmi levn\u00e1 a lid\u00e9 je \u010dasto pou\u017e\u00edvaj\u00ed ka\u017ed\u00fd den. To by teoreticky m\u011blo znamenat, \u017ee se jim jm\u00e9no firmy vryje do pam\u011bti a budou tedy kupovat jej\u00ed v\u00fdrobky. Tak tomu v\u0161ak nen\u00ed, a to z jednoduch\u00e9ho d\u016fvodu. Chyb\u00ed zde toti\u017e d\u016fvod, pro\u010d by si z\u00e1kazn\u00edci m\u011bli produkty dan\u00e9 spole\u010dnosti kupovat. Zat\u00edmco reklamn\u00ed spot v televizi jim jasn\u011b \u0159ekne, v \u010dem jsou lep\u0161\u00ed oproti konkurenci, na t\u011bchto drobnostech je pouze jm\u00e9no a n\u011bkdy i slogan spole\u010dnosti. Proto se v posledn\u00ed dob\u011b pou\u017e\u00edvaj\u00ed r\u016fzn\u00e9 triky na zv\u00fd\u0161en\u00ed hodnoty dan\u00e9 v\u011bci jako upom\u00ednkov\u00e9ho nebo speci\u00e1ln\u00edho p\u0159edm\u011btu, kter\u00fd nav\u00edc ukazuje dobrou v\u016fli dan\u00e9 firmy a p\u0159esv\u011bd\u010duje z\u00e1kazn\u00edka, \u017ee by si m\u011bl kupovat v\u00fdrobky pr\u00e1v\u011b od n\u00ed. A zde p\u0159ich\u00e1z\u00ed ke slovu spolupr\u00e1ce mezi televizn\u00ed reklamou a d\u00e1rkov\u00fdm p\u0159edm\u011btem. V televizi lze nap\u0159\u00edklad odvys\u00edlat spot, kter\u00fd \u0159\u00edk\u00e1, jak je mo\u017en\u00e9 z\u00edskat dan\u00fd exkluzivn\u00ed d\u00e1rek, a \u017ee jen ti \u0161\u0165astn\u00ed jej dostanou. Tyto akce jsou obvykle spojeny s n\u00e1kupem ur\u010dit\u00e9ho druhu jejich zbo\u017e\u00ed. To samoz\u0159ejm\u011b vede ke zv\u00fd\u0161en\u00ed prodeje. Jak je tedy vid\u011bt, reklama v televizi a drobn\u00e9 d\u00e1rky si nejen nekonkuruj\u00ed, n\u00fdbr\u017e se dopl\u0148uj\u00ed k dosa\u017een\u00ed jednoho c\u00edle: nal\u00e1k\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a zv\u00fd\u0161en\u00ed zisku firmy. A o to jde p\u0159edev\u0161\u00edm. 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