[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.alfagrif.cz\/dulezite-pojmy-ktere-byste-meli-znat-v-souvislosti-s-marketingovou-komunikaci\/#Article","mainEntityOfPage":"https:\/\/www.alfagrif.cz\/dulezite-pojmy-ktere-byste-meli-znat-v-souvislosti-s-marketingovou-komunikaci\/","headline":"D\u016fle\u017eit\u00e9 pojmy, kter\u00e9 byste m\u011bli zn\u00e1t v souvislosti s marketingovou komunikac\u00ed","name":"D\u016fle\u017eit\u00e9 pojmy, kter\u00e9 byste m\u011bli zn\u00e1t v souvislosti s marketingovou komunikac\u00ed","description":"
 Pro podnik je velice d\u016fle\u017eit\u00e1 marketingov\u00e1 komunikace proto, aby mohl sd\u011blit z\u00e1kazn\u00edk\u016fm to, co pot\u0159ebuje. Co je v\u0161ak tak\u00e9 velmi d\u016fle\u017eit\u00e9, jsou z\u00e1kazn\u00edci. Ti firmu velice \u010dasto hodnot\u00ed a p\u0159ed\u00e1vaj\u00ed tak dal\u0161\u00edm a dal\u0161\u00edm potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm nesm\u00edrn\u011b cenn\u00e9 informace. Z toho d\u016fvodu je pot\u0159eba se zam\u011b\u0159it pr\u00e1v\u011b na tyto lidi. Nab\u00edzejte sv\u00e9 slu\u017eby, jak […]","datePublished":"2020-09-23","dateModified":"2023-05-11","author":{"@type":"Person","@id":"https:\/\/www.alfagrif.cz\/author\/#Person","name":"","url":"https:\/\/www.alfagrif.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/15c4177f6d86975c976af12ba80b10af7add2f97f8786f8cf1596253472c0ea7?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/15c4177f6d86975c976af12ba80b10af7add2f97f8786f8cf1596253472c0ea7?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"alfagrif.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.alfagrif.cz\/wp-content\/uploads\/img_a309313_w2024_t1520251253.jpg","url":"https:\/\/www.alfagrif.cz\/wp-content\/uploads\/img_a309313_w2024_t1520251253.jpg","height":0,"width":0},"url":"https:\/\/www.alfagrif.cz\/dulezite-pojmy-ktere-byste-meli-znat-v-souvislosti-s-marketingovou-komunikaci\/","about":["Byznys"],"wordCount":531,"articleBody":"
 Pro podnik je velice d\u016fle\u017eit\u00e1 marketingov\u00e1 komunikace proto, aby mohl sd\u011blit z\u00e1kazn\u00edk\u016fm to, co pot\u0159ebuje. Co je v\u0161ak tak\u00e9 velmi d\u016fle\u017eit\u00e9, jsou z\u00e1kazn\u00edci. Ti firmu velice \u010dasto hodnot\u00ed a p\u0159ed\u00e1vaj\u00ed tak dal\u0161\u00edm a dal\u0161\u00edm potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm nesm\u00edrn\u011b cenn\u00e9 informace. Z toho d\u016fvodu je pot\u0159eba se zam\u011b\u0159it pr\u00e1v\u011b na tyto lidi. Nab\u00edzejte sv\u00e9 slu\u017eby, jak nejl\u00e9pe dovedete, aby o v\u00e1s tito lid\u00e9 \u0161\u00ed\u0159ili jen sam\u00e1 pozitiva. Jak se naz\u00fdvaj\u00ed skupiny lid\u00ed vystupuj\u00edc\u00ed v t\u011bchto pozic\u00edch?
 \u00a7 WoM (Word of Mouth) \u2013\u0161\u00ed\u0159en\u00ed informac\u00ed \u00fastn\u00edm pod\u00e1n\u00edm, jedn\u00e1 se o velmi d\u016fv\u011bryhodnou z\u00e1le\u017eitost. Prob\u00edh\u00e1 mezi lidmi, kte\u0159\u00ed se znaj\u00ed. M\u016f\u017ee prob\u00edhat offline (prost\u0159ednictv\u00edm dom\u00e1cnost\u00ed, pracovn\u00edho \u010di \u0161koln\u00edho prost\u0159ed\u00ed) nebo online (prost\u0159ednictv\u00edm emailu, soci\u00e1ln\u00edch s\u00edt\u00edch).
 
 \u00a7 N\u00e1zorov\u00ed v\u016fdci \u2013proces, kdy jedna osoba neform\u00e1ln\u011b ovliv\u0148uje \u010diny a postoje jin\u00fdch. Jedn\u00e1 se o interperson\u00e1ln\u00ed, neform\u00e1ln\u00ed a nekomer\u010dn\u00ed proces. T\u00fdk\u00e1 se p\u0159edev\u0161\u00edm slu\u017eeb (pohostinstv\u00ed, hotely), ale i produkt\u016f.
 \u00a7 N\u00e1zorov\u00fd ovliv\u0148ovatel \u2013neutr\u00e1ln\u00ed informace pro spot\u0159ebitele \u010di novinov\u00e9 \u010dl\u00e1nky. Jedn\u00e1 se o ur\u010ditou autoritu, odborn\u00edka, zn\u00e1mou osobnost, kter\u00e1 ovliv\u0148uje poslucha\u010de, \u010dten\u00e1\u0159e, v\u010detn\u011b n\u00e1zorov\u00fdch v\u016fdc\u016f.
 
 
 Dal\u0161\u00ed zaj\u00edmav\u00e9 pojmy:
 Teasing(= dr\u00e1\u017edit, provokovat, zlobit) \u2013 c\u00edlem je upoutat pozornost z\u00e1kazn\u00edka. Jedn\u00e1 se o komunikaci na pokra\u010dov\u00e1n\u00ed (seri\u00e1lov\u00e1). C\u00edlem je vyvolat zv\u011bdavost a touhu dozv\u011bd\u011bt se co d\u00e1l.
 Klamav\u00e1 reklama \u2013je \u0161\u00ed\u0159en\u00ed \u00fadaj\u016f o vlastn\u00edm nebo ciz\u00edm podniku, jeho v\u00fdrobc\u00edch \u010di v\u00fdkonech, kter\u00e9 je zp\u016fsobil\u00e9 vyvolat klamnou p\u0159edstavu a sjednat t\u00edm vlastn\u00edmu nebo ciz\u00edmu podniku v hospod\u00e1\u0159sk\u00e9 sout\u011b\u017ei prosp\u011bch na \u00fakor jin\u00fdch sout\u011b\u017eitel\u016f \u010di spot\u0159ebitel\u016f. Ob\u010dansk\u00fd z\u00e1kon\u00edk tuto reklamu pova\u017euje za nekalou sout\u011b\u017e. M\u016f\u017ee se jednat tak\u00e9 o reklamn\u00ed nads\u00e1zky (nap\u0159. pro velkou pek\u00e1rnu nelze pou\u017e\u00edt slogan,,Pe\u010divo jako od maminky\u201c \u2013 d\u00e1 se po\u010d\u00edtat s t\u00edm, \u017ee bude gumov\u00e9, d\u00e1le slogany typu na\u0161e v\u00fdrobky jsou NEJlevn\u011bj\u0161\u00ed, NEJkvalitn\u011bj\u0161\u00ed apod., nebo prav\u00e1 italsk\u00e1 pizza).
 Skryt\u00e1 reklama \u2013je to takov\u00e1 reklama, u n\u00ed\u017e je obt\u00ed\u017en\u00e9 rozli\u0161it, \u017ee se jedn\u00e1 o reklamu, zejm\u00e9na proto, \u017ee nen\u00ed jako reklama ozna\u010dena. Pr\u00e1vn\u00ed \u0159\u00e1d skrytou reklamu zakazuje. M\u016f\u017ee se jednat nap\u0159. o podprahovou reklamu, redak\u010dn\u00ed reklamu, reklamu p\u0159ipom\u00ednaj\u00edc\u00ed novin\u00e1\u0159skou zpr\u00e1vu. V praxi je tuto oblast obt\u00ed\u017en\u011b kontrolovat.
 Srovn\u00e1vac\u00ed reklama \u2013jak\u00e1koliv reklama, kter\u00e1 v\u00fdslovn\u011b nebo i nep\u0159\u00edmo identifikuje jin\u00e9ho sout\u011b\u017eitele anebo zbo\u017e\u00ed \u010di slu\u017eby nab\u00edzen\u00e9 jin\u00fdm sout\u011b\u017eitelem. M\u016f\u017ee se jednat o objektivn\u00ed srovn\u00e1n\u00ed (p\u0159\u00edm\u00e1 identifikace konkurenta, zbo\u017e\u00ed ur\u010den\u00e9 ke stejn\u00e9mu \u00fa\u010delu, srovn\u00e1n\u00ed podstatn\u00fdch znak\u016f, sd\u011blen\u00ed nesm\u00ed b\u00fdt klamav\u00e9). V \u010cR je povolena od roku 2000.
                                                                                                                                                                                                                                                                                                                                                                                        4.7\/5 - (11 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"D\u016fle\u017eit\u00e9 pojmy, kter\u00e9 byste m\u011bli zn\u00e1t v souvislosti s marketingovou komunikac\u00ed","item":"https:\/\/www.alfagrif.cz\/dulezite-pojmy-ktere-byste-meli-znat-v-souvislosti-s-marketingovou-komunikaci\/#breadcrumbitem"}]}]