{"id":10254,"date":"2018-11-26T02:34:00","date_gmt":"2018-11-26T01:34:00","guid":{"rendered":"https:\/\/ross.sk\/semiotika-pomucka-pro-zvyseni-efektivity-prodeje\/"},"modified":"2024-05-30T12:16:16","modified_gmt":"2024-05-30T10:16:16","slug":"semiotika-pomucka-pro-zvyseni-efektivity-prodeje","status":"publish","type":"post","link":"https:\/\/ross.sk\/cs\/semiotika-pomucka-pro-zvyseni-efektivity-prodeje\/","title":{"rendered":"Semiotika = pom\u016fcka pro zv\u00fd\u0161en\u00ed efektivity prodeje"},"content":{"rendered":"\n<div id=\"text-block6a90a1569c396\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-large\"><p>Nefunguje V\u00e1m komunikace s klientem, tak, jak byste si p\u0159edstavovali? Jak dos\u00e1hnout efektivn\u00ed komunikace v m\u00edst\u011b prodeje? Mo\u017en\u00e1 byste se na to mohli pod\u00edvat p\u0159es v\u011bdn\u00ed obor zvan\u00fd semiotika.<\/p>\n<\/div>\n  <\/div>\n\n\n<div id=\"text-block6a90a1569c7ea\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Semiotika\u00a0analyzuje k\u00f3dy v komunikaci, zam\u011b\u0159uje se na\u00a0mapov\u00e1n\u00ed v\u00fdznamu zna\u010dek ve specifick\u00fdch kulturn\u00edch kontextech.\u00a0Zab\u00fdv\u00e1 se hlavn\u011b posl\u00e1n\u00edm, obrazy, barvami, symboly, zvuky a kulturn\u00ed relevanc\u00ed v marketingov\u00e9 komunikaci. Semiotick\u00e9 p\u0159\u00edstupy p\u0159in\u00e1\u0161ej\u00ed origin\u00e1ln\u00ed p\u0159\u00edle\u017eitost k optimalizaci in-store komunikace, pom\u016f\u017ee V\u00e1m pou\u017e\u00edt spr\u00e1vn\u00e9 obsahy v POP komunikaci, kter\u00e9 z\u00e1kazn\u00edky zaujmou a zv\u00fd\u0161\u00ed tak \u0161anci na prodej.<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">Na kongresu Samo\u0161ka, \u200b\u200bkter\u00fd se konal letos v \u010cesk\u00e9 republice, se k Semiotick\u00e9mu pr\u016fvodci vyj\u00e1d\u0159ili i odborn\u00edci Andrea Voz\u00edkov\u00e1, \u010dlenka v\u00fdkonn\u00e9 rady POPAI CE a sonsumer insights shopper a Martin Bo\u010dek, nez\u00e1visl\u00fd expert na marketingov\u00fd v\u00fdzkum trhu, semiotiku a in-store problematiku.<\/p>\n<p style=\"text-align: left;\">,,Z praxe v\u00edme, \u017ee v\u00edce ne\u017e polovina kampan\u00ed nen\u00ed spot\u0159ebitel\u016fm jasn\u00e1,\u201c \u0159\u00edk\u00e1 Martin Bo\u010dek.<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">Zpr\u00e1vy, kter\u00e9 \u0159\u00edk\u00e1te z\u00e1kazn\u00edk\u016fm, ne jen slovy, mus\u00ed b\u00fdt konzistentn\u00ed a mus\u00ed rezonovat u spot\u0159ebitele. ,,Nezapom\u00ednejte, \u017ee m\u00e1te zhruba dv\u011b t\u0159i vte\u0159iny na to, abyste upoutali pozornost z\u00e1kazn\u00edka v m\u00edst\u011b prodeje,\u201c p\u0159ipom\u00edn\u00e1 Andrea Vozn\u00edkov\u00e1. Ne v\u017edy je tedy rozumn\u00e9 p\u0159ev\u00e9zt nap\u0159\u00edklad glob\u00e1ln\u00ed claim, proto\u017ee ten zkr\u00e1tka nemus\u00ed v\u017edy sed\u011bt i lok\u00e1ln\u011b.<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">In-store komunikace mus\u00ed b\u00fdt na jedn\u00e9 stran\u011b jednodu\u0161e dek\u00f3dovateln\u00e1, pochopiteln\u00e1 a mus\u00ed b\u00fdt zalo\u017eena na n\u011b\u010dem, co z\u00e1kazn\u00edk dob\u0159e zn\u00e1. ,,Na stran\u011b druh\u00e9 mus\u00ed b\u00fdt ne\u010dekan\u00e1 a p\u0159ekvapiv\u00e1 tak, aby upoutala pozornost,\u201c vysv\u011btluje Martin Bo\u010dek.<\/p>\n<p style=\"text-align: left;\">\u00a0<\/p>\n<p style=\"text-align: left;\">Vytvo\u0159it dobrou kampa\u0148 je tedy alchymie, nad kterou je t\u0159eba se dob\u0159e zamyslet. Zpr\u00e1va je relevantn\u00ed tehdy, pokud vyu\u017e\u00edv\u00e1 zn\u00e1m\u00fdch v\u00fdrazov\u00fdch prost\u0159edk\u016f na strategick\u00e9m m\u00edst\u011b v dan\u00e9m prost\u0159ed\u00ed a umo\u017e\u0148uje tak z\u00e1kazn\u00edkovi rychle zkombinovat vlastn\u00ed kulturn\u00ed znalosti s konkr\u00e9tn\u00ed situac\u00ed. U kampan\u00ed je z\u00e1rove\u0148 d\u016fle\u017eit\u00e9 pou\u017e\u00edvat jednot\u00edc\u00ed prvek nap\u0159\u00ed\u010d v\u0161emi kan\u00e1ly.<\/p>\n<p style=\"text-align: left;\">Na tuto slo\u017eitou v\u011bdn\u00ed discipl\u00ednu byl vytvo\u0159en projekt semiotick\u00e9ho manu\u00e1lu, kter\u00fd spole\u010dn\u011b vytv\u00e1\u0159ely asociace POPAI CE a PhDr. Martina Olbertov\u00e1, kter\u00e1 je mezin\u00e1rodn\u00edm expertem na komer\u010dn\u00ed semiotiku, strategick\u00fdm poradcem v oblasti budov\u00e1n\u00ed zna\u010dek, v\u00fdzkumu a pl\u00e1nov\u00e1n\u00ed marketingov\u00e9 komunikace. Manu\u00e1l V\u00e1m poskytne odpov\u011bdi na to, jak\u00e9 k\u00f3dy v POP komunikaci pou\u017e\u00edvat, jak\u00e9 kulturn\u00ed koncepty akceptovat a jak komunikaci zam\u011b\u0159it tak, abyste dos\u00e1hli maxim\u00e1ln\u00ed \u00fa\u010dinnosti.<\/p>\n<\/div>\n  <\/div>","protected":false},"excerpt":{"rendered":"<p>Nefunguje V\u00e1m komunikace s klientem, tak, jak byste si p\u0159edstavovali? Jak dos\u00e1hnout efektivn\u00ed komunikace v m\u00edst\u011b prodeje? Mo\u017en\u00e1 byste se na to mohli pod\u00edvat p\u0159es v\u011bdn\u00ed obor zvan\u00fd semiotika.<\/p>\n","protected":false},"author":2,"featured_media":9312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[81],"tags":[],"class_list":["post-10254","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zajimavosti"],"meta_box":{"post-single-item":[],"page-template-top-desc":"","style":false,"bg-color-transition":false,"bg-color":false,"disable-padding-top":false,"disable-padding-bottom":false,"disable-padding-top-mobile":false,"padding-top":false,"disable-padding-bottom-mobile":false,"padding-bottom":false,"media-with-text-settings":[],"media-with-text-image-settings":[],"media-with-text-video-settings":[],"media-with-text-youtube-video-settings":[],"media-with-text-illustrations":[],"media-with-text-content-settings":[],"video-block-settings":[],"video-block-video-settings":[],"video-block-youtube-video-settings":[],"video-block-illustrations":[],"video-block-description":false,"button-group-layout":false,"button-group-align":false,"button-group-button":[],"heading-text":false,"heading-tag":false,"heading-align":false,"heading-color":false,"heading-padding-top":false,"heading-padding-bottom":false,"text-block-text":false,"text-block-font-size":false,"text-block-max-lines":false,"text-block-padding-top":false,"text-block-padding-bottom":false,"articles-type":false,"articles-slider-heading":false,"articles-slider-items":false,"articles-slider-btn-text":false,"articles-items-allcat":false,"articles-items-initial":false,"articles-items-per-page":false,"articles-items-nofound-text":false,"articles-items-btn-text":false,"hero-banner-type":false,"hero-banner-slide":[],"hero-banner-bg-image":false,"hero-banner-heading":false,"hero-banner-icon":false,"content_title":false,"content_text":false,"services-list-button-text":false,"services-list-button-url":false,"contact-boxes-heading":false,"contact-boxes-boxes":[],"box-background":false,"box-padding-top-defined":false,"box-padding-top":false,"box-padding-bottom-defined":false,"box-padding-bottom":false,"box-padding-left-defined":false,"box-padding-left":false,"box-padding-right-defined":false,"box-padding-right":false,"slider-gallery-images":false,"products-title":false,"products-btn-text":false,"clients-type":false,"clients-slider-heading":false,"clients-slider-items":false,"clients-slider-btn-text":false,"clients-slider-btn-link":false,"clients-list-items-initial":false,"clients-list-items-per-page":false,"clients-list-btn-text":false,"clients-heading":false,"clients-items-initial":false,"clients-items-per-page":false,"clients-btn-text":false,"adds-banner-icon":false,"adds-banner-image-pc":false,"adds-banner-image-mobile":false,"content_btn_primary_text":false,"content_btn_primary_link":false,"content_btn_secondary_text":false,"content_btn_secondary_link":false,"map-address-address-location":false,"map-address-address":false,"contact-form-use-prefefined":false,"contact-form-header":[],"contact-form-fields":[],"contact-form-status":[],"prefooter-type":false,"prefooter-color-first":false,"prefooter-color-second":false,"images-group-layout":false,"images-group-align":false,"images-group-gap":false,"images-group-images":[],"map-img":false,"map-img-alt-text":false,"map-image-picker":[],"map-content-settings":[]},"_links":{"self":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts\/10254","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/comments?post=10254"}],"version-history":[{"count":0,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/posts\/10254\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/media\/9312"}],"wp:attachment":[{"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/media?parent=10254"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/categories?post=10254"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ross.sk\/cs\/wp-json\/wp\/v2\/tags?post=10254"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}