{"id":4347,"date":"2018-10-22T10:16:00","date_gmt":"2018-10-22T08:16:00","guid":{"rendered":"https:\/\/www.luxor.cz\/blog\/nezarazene\/aby-vam-to-reklamne-myslelo\/"},"modified":"2023-01-06T13:36:36","modified_gmt":"2023-01-06T12:36:36","slug":"aby-vam-to-reklamne-myslelo-2132","status":"publish","type":"post","link":"https:\/\/www.luxor.cz\/blog\/recenze\/aby-vam-to-reklamne-myslelo-2132\/","title":{"rendered":"Aby v\u00e1m to reklamn\u011b myslelo"},"content":{"rendered":"<\/p>\n<p><a href=\"https:\/\/luxor.cz\/odborne-knihy\/marketing\/\" target=\"_blank\" rel=\"noopener\">Marketing, reklamu, a PR<\/a> v\u00a0cel\u00e9 \u0161\u00ed\u0159i kniha poj\u00edm\u00e1 jen povrchn\u011b. Ve vhodn\u00fdch chv\u00edl\u00edch jde v\u0161ak autor  do v\u011bt\u0161\u00edho detailu, kdy p\u0159in\u00e1\u0161\u00ed n\u011bco v\u00edc ne\u017e jen pouh\u00fd souhrn. Problematiku  reklamy p\u0159edstavuje v\u00a0souvislostech, d\u00edky kter\u00fdm pochop\u00edte, jak vznik\u00e1  reklama, kter\u00e1 opravdu prod\u00e1v\u00e1 a dok\u00e1\u017ee to i v\u00a0multi-kan\u00e1lov\u00e9m sv\u011bt\u011b  sou\u010dasnosti.<\/p>\n<\/p>\n<p>To je sv\u011bt kontinu\u00e1ln\u00ed <b>digit\u00e1ln\u00ed revoluce<\/b>. Revoluce, kter\u00e1 p\u0159in\u00e1\u0161\u00ed zm\u011bnu podobn\u011b  v\u00fdznamnou, jako bylo masov\u00e9 roz\u0161\u00ed\u0159en\u00ed televizn\u00edho vys\u00edl\u00e1n\u00ed. Doch\u00e1z\u00ed  k\u00a0fragmentaci a \u00fazk\u00e9 specializaci jednotliv\u00fdch discipl\u00edn marketingu, kdy  ale nesm\u00ed doch\u00e1zet k\u00a0jejich odd\u011blov\u00e1n\u00ed. V\u00edce n\u00e1stroj\u016f, \u201esvobodn\u00e9\u201c  prost\u0159ed\u00ed internetu a relativn\u011b n\u00edzk\u00e9 n\u00e1klady na v\u00fdrobu on-line reklamy  zp\u016fsobily inflaci klasick\u00fdch form\u00e1t\u016f. Ty je ale t\u0159eba ch\u00e1pat v\u00a0r\u00e1mci  celku. Reklamn\u00ed kan\u00e1ly \u010dlov\u011bk nevn\u00edm\u00e1 odd\u011blen\u011b, mysl si pamatuje p\u0159\u00edb\u011bh,  sd\u011blen\u00ed nebo emoci a nen\u00ed podstatn\u00e9, zda ji vyvol\u00e1 video na Youtube, TV reklama  nebo PR \u010dl\u00e1nek. Komunika\u010dn\u00ed kan\u00e1ly se maj\u00ed prol\u00ednat a dopl\u0148ovat \u2013 to autor vid\u00ed  jako jeden ze spole\u010dn\u00fdch jmenovatel\u016f \u00fasp\u011b\u0161n\u00fdch reklamn\u00edch kampan\u00ed.<\/p>\n<\/p>\n<p>Snadno pochopiteln\u00fd a \u010dtiv\u00fd <a href=\"https:\/\/luxor.cz\/popularne-naucna\/\" target=\"_blank\" rel=\"noopener\">popul\u00e1rn\u011b nau\u010dn\u00fd styl<\/a>,  kombinovan\u00fd s\u00a0odborn\u00fdmi rozbory p\u0159\u00edpadov\u00fdch studi\u00ed konkr\u00e9tn\u00edch reklamn\u00edch  kampan\u00ed, d\u011blaj\u00ed knihu u\u017eite\u010dnou jak pro zku\u0161en\u00e9 market\u00e9ry, tak i pro naprost\u00e9  lajky, kte\u0159\u00ed se cht\u011bj\u00ed sezn\u00e1mit se sv\u011btem reklamy a aktu\u00e1ln\u00edmi trendy.<\/p>\n<\/p>\n<p>Kniha p\u0159in\u00e1\u0161\u00ed i dal\u0161\u00ed \u00fahel pohledu, a t\u00edm jsou <b>historick\u00e9 souvislosti<\/b>. Co p\u0159edch\u00e1zelo  tomu, aby se reklama mohla vyvinout do sou\u010dasn\u00e9 podoby? Jak\u00e9 jsou hlavn\u00ed  miln\u00edky a pro\u010d se tak stalo? Kam v\u00fdvoj reklamy sm\u011b\u0159uje?<\/p>\n<\/p>\n<p><b>Ogilvy o  reklam\u011b v\u00a0digit\u00e1ln\u00edm v\u011bku<\/b> pom\u00e1h\u00e1 pochopit marketing a reklamu, ani\u017e by  zat\u011b\u017eoval zbyte\u010dn\u00fdmi podrobnostmi. Neud\u011bl\u00e1 z\u00a0v\u00e1s specialistu na konkr\u00e9tn\u00ed  obor, ale nau\u010d\u00ed reklamn\u00edmu my\u0161len\u00ed. D\u00edky tomu v\u00e1m otev\u0159e zcela nov\u00fd sv\u011bt. Sv\u011bt,  kter\u00fd je dynamick\u00fd, rychle se rozv\u00edj\u00ed, ale vlastn\u011b se v\u00a0z\u00e1kladu nem\u011bn\u00ed. <\/p>\n<p>    A pokud u\u017e se va\u0161e br\u00e1na do sv\u011bta reklamy otev\u0159ela  d\u0159\u00edve ne\u017e s\u00a0<b>Milesem Youngem<\/b>, dovol\u00ed  v\u00e1m uva\u017eovat o pr\u00e1ci na va\u0161ich kampan\u00edch trochu jinak. Komplexn\u011b a s\u00a0nadhledem.<\/p>\n<p>Jakub \u0160ikola<\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00e1zev a hlavn\u00ed principy tvorby reklamy z\u016fst\u00e1vaj\u00ed, autor a doba se m\u011bn\u00ed. David Ogilvy v O reklam\u011b z po\u010d\u00e1tku 80. let ukazoval na mnoha p\u0159\u00edkladech, jak funguje dobr\u00e1 reklama a co skute\u010dn\u011b vedlo k jej\u00edmu \u00fasp\u011bchu. I Miles Young, b\u00fdval\u00fd CEO Ogilvy &#038; Mather Worldwide a autor Ogilvy o reklam\u011b v digit\u00e1ln\u00edm v\u011bku, ukazuje sv\u011bt sou\u010dasn\u00e9 reklamy podobnou optikou. Hled\u00e1 nad\u010dasovou podstatu reklamy, kter\u00e1 p\u0159e\u017eila TV revoluci a p\u0159e\u017eije i tu digit\u00e1ln\u00ed.<\/p>\n","protected":false},"author":2,"featured_media":4348,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[7],"tags":[],"class_list":["post-4347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recenze"],"acf":{"related_products":null},"_links":{"self":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts\/4347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/comments?post=4347"}],"version-history":[{"count":0,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts\/4347\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/media\/4348"}],"wp:attachment":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/media?parent=4347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/categories?post=4347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/tags?post=4347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}