[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.foxpc.cz\/trendy-v-oblasti-marketingove-komunikace\/#Article","mainEntityOfPage":"https:\/\/www.foxpc.cz\/trendy-v-oblasti-marketingove-komunikace\/","headline":"Trendy v oblasti marketingov\u00e9 komunikace","name":"Trendy v oblasti marketingov\u00e9 komunikace","description":"Marketingov\u00fd smog je term\u00edn ozna\u010duj\u00edc\u00ed p\u0159ehlcov\u00e1n\u00ed lid\u00ed reklamou. Je statisticky dok\u00e1z\u00e1no, \u017ee ka\u017ed\u00fd \u010dlov\u011bk \u017eij\u00edc\u00ed ve vysp\u011bl\u00e9 zemi, je denn\u011b vystaven zhruba t\u0159em a\u017e p\u011bti tis\u00edc\u016fm marketingov\u00fdch sd\u011blen\u00ed. Proto se sna\u017e\u00ed marketingov\u00e9 komunikaci firem vyh\u00fdbat \u00fapln\u011b. Na to samoz\u0159ejm\u011b firmy reaguj\u00ed neust\u00e1l\u00fdm zvy\u0161ov\u00e1n\u00edm investic do komunikace. Tento proces se neust\u00e1le to\u010d\u00ed dokola a naz\u00fdv\u00e1 se […]","datePublished":"2025-03-01","dateModified":"2023-05-05","author":{"@type":"Person","@id":"https:\/\/www.foxpc.cz\/author\/#Person","name":"","url":"https:\/\/www.foxpc.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/774cfd57496a9f02284489749b4229073861faca9d8a66df7d65507a77c5d31f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/774cfd57496a9f02284489749b4229073861faca9d8a66df7d65507a77c5d31f?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"foxpc.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.foxpc.cz\/wp-content\/uploads\/img_a314198_w2168_t1524988155.png","url":"https:\/\/www.foxpc.cz\/wp-content\/uploads\/img_a314198_w2168_t1524988155.png","height":0,"width":0},"url":"https:\/\/www.foxpc.cz\/trendy-v-oblasti-marketingove-komunikace\/","wordCount":513,"articleBody":"Marketingov\u00fd smog je term\u00edn ozna\u010duj\u00edc\u00ed p\u0159ehlcov\u00e1n\u00ed lid\u00ed reklamou. Je statisticky dok\u00e1z\u00e1no, \u017ee ka\u017ed\u00fd \u010dlov\u011bk \u017eij\u00edc\u00ed ve vysp\u011bl\u00e9 zemi, je denn\u011b vystaven zhruba t\u0159em a\u017e p\u011bti tis\u00edc\u016fm marketingov\u00fdch sd\u011blen\u00ed. Proto se sna\u017e\u00ed marketingov\u00e9 komunikaci firem vyh\u00fdbat \u00fapln\u011b. Na to samoz\u0159ejm\u011b firmy reaguj\u00ed neust\u00e1l\u00fdm zvy\u0161ov\u00e1n\u00edm investic do komunikace. Tento proces se neust\u00e1le to\u010d\u00ed dokola a naz\u00fdv\u00e1 se marketingov\u00e1 spir\u00e1la. Na z\u00e1kazn\u00edka je pot\u0159eba v dne\u0161n\u00ed dob\u011b doslova zap\u016fsobit, p\u0159ekvapit ho, \u0161okovat ho, vzbudit v n\u011bm z\u00e1jem o dan\u00fd propagovan\u00fd produkt, zna\u010dku \u010di slu\u017ebu. Jak\u00e9 techniky je k tomu mo\u017en\u00e9 vyu\u017e\u00edt?Guerilla marketing \u2013tento pojem lze p\u0159elo\u017eit jako drobn\u00e1 v\u00e1lka. Jedn\u00e1 se o nekonven\u010dn\u00ed techniku. Lid\u00e9 zde pracuj\u00ed hlavn\u011b s tvo\u0159ivost\u00ed, p\u0159edstavivost\u00ed, nad\u0161en\u00edm a v\u00edrou. Tento trend je velice popul\u00e1rn\u00ed z toho d\u016fvodu, \u017ee se sna\u017e\u00ed dos\u00e1hnout maxim\u00e1ln\u00edho zisku, ov\u0161em s minim\u00e1ln\u00edmi vlo\u017een\u00fdmi zdroji. Hlavn\u00edmi znaky je p\u0159edev\u0161\u00edm ude\u0159it na ne\u010dekan\u00e9m m\u00edst\u011b, zam\u011b\u0159it se na p\u0159esn\u011b vytipovan\u00e9 c\u00edle a ihned se st\u00e1hnout zp\u011bt. Guerilla marketing m\u00e1 v\u0161ak r\u016fzn\u00e9 dal\u0161\u00ed formy, jak\u00e9 nap\u0159\u00edklad? \u00b7 Astroturfing \u2013jedn\u00e1 se o ur\u010ditou formu PR aktivity, jen\u017e m\u00e1 za c\u00edl p\u0159esv\u011bd\u010dit n\u00e1zorov\u00e9 v\u016fdce o postoj\u00edch ve\u0159ejnosti k ur\u010dit\u00e9mu t\u00e9matu. Ve f\u00f3rech se nap\u0159. objevuj\u00ed fiktivn\u00ed kladn\u00e9 \u010di z\u00e1porn\u00e9 koment\u00e1\u0159e, p\u0159i\u010dem\u017e n\u00e1v\u0161t\u011bvn\u00edci f\u00f3ra ani netu\u0161\u00ed, \u017ee se jedn\u00e1 pouze o fiktivn\u00ed n\u00e1zory. Tato komer\u010dn\u00ed sd\u011blen\u00ed jsou vyd\u00e1v\u00e1na za p\u0159irozen\u00e9 reakce z\u00e1kazn\u00edk\u016f, je to v\u0161ak klamav\u00e1 reklama. Specialist\u00e9 se tak sna\u017e\u00ed propagovat slu\u017eby, produkty aj. \u00b7 Ambush marketing \u2013tato forma komunikace vyu\u017e\u00edv\u00e1 hromadn\u00e9 spole\u010densk\u00e9 ud\u00e1losti a parazituje na akc\u00edch konkurence. Hlavn\u00edho sponzora ud\u00e1losti stoj\u00ed propagace miliony, konkuren\u010dn\u00ed firma se sna\u017e\u00ed zviditelnit sv\u00e9 jm\u00e9no na stejn\u00e9 akci, ani\u017e by platila jak\u00e9koliv poplatky za sponzorstv\u00ed. Nej\u010dast\u011bji se tato forma vyu\u017e\u00edv\u00e1 na akc\u00edch, kter\u00e9 l\u00e1kaj\u00ed lidi z cel\u00e9ho sv\u011bta, jako jsou nap\u0159. mistrovstv\u00ed sv\u011bta \u010di olympijsk\u00e9 hry\u2026 \u00b7 Ambient marketing \u2013vyu\u017e\u00edv\u00e1 tzv. ambientn\u00ed m\u00e9dia, co\u017e jsou b\u011b\u017en\u00e9 ka\u017edodenn\u00ed objekty z okol\u00ed spot\u0159ebitele. Zam\u011b\u0159uje se na propagaci produkt\u016f netradi\u010dn\u00ed cestou, s c\u00edlem \u0161okovat a upoutat pozornost kolemjdouc\u00edho. Tato forma marketingu se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na mlad\u0161\u00ed v\u011bkov\u00e9 skupiny, co\u017e je pochopiteln\u00e9 vzhledem k tomu, \u017ee jej\u00edm hlavn\u00edm \u00famyslem je lidi \u0161okovat. Nej\u010dast\u011bji se vyskytuj\u00ed na diskot\u00e9k\u00e1ch, toalet\u00e1ch, v barech, na univerzit\u00e1ch apod. Z\u00e1kladn\u00edmi znaky t\u00e9to metody jsou p\u0159edev\u0161\u00edm humor a z\u00e1bava. Lid\u00e9 ov\u0161em na tento druh marketingu opravdu sly\u0161\u00ed.                                                                                                                                                                                                                                                                                                                                                                                        4.6\/5 - (11 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Trendy v oblasti marketingov\u00e9 komunikace","item":"https:\/\/www.foxpc.cz\/trendy-v-oblasti-marketingove-komunikace\/#breadcrumbitem"}]}]