{"id":10266,"date":"2019-04-05T02:44:00","date_gmt":"2019-04-05T00:44:00","guid":{"rendered":"https:\/\/ross.sk\/jaky-typ-reklamy-zaujme-zakaznika\/"},"modified":"2024-05-30T11:56:08","modified_gmt":"2024-05-30T09:56:08","slug":"jaky-typ-reklamy-zaujme-zakaznika","status":"publish","type":"post","link":"https:\/\/ross.sk\/cs\/jaky-typ-reklamy-zaujme-zakaznika\/","title":{"rendered":"Jak\u00fd typ reklamy zaujme z\u00e1kazn\u00edka?"},"content":{"rendered":"\n<div id=\"text-block6a139a027bda3\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-large\"><p>In-store reklama i letos 2019 obsadila prvn\u00ed p\u0159\u00ed\u010dku v celkov\u00e9m pozitivn\u00edm vn\u00edm\u00e1n\u00ed reklamy u z\u00e1kazn\u00edk\u016f. Je z\u0159ejm\u00e9, \u017ee lid\u00e9 jsou ovlivn\u011bni reklamou v m\u00edst\u011b prodeje, co\u017e potvrzuj\u00ed i \u200b\u200bv\u00fdsledky pr\u016fzkumu, kter\u00fd monitoruje postoj ve\u0159ejnosti k reklam\u011b.<\/p>\n<\/div>\n  <\/div>\n\n\n<div id=\"text-block6a139a027c05b\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>&nbsp;<\/p>\n<p>Zadavatelem v\u00fdzkumu byla \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost (\u010cMS), ve spolupr\u00e1ci s asociac\u00ed POPAI CE a \u010cesk\u00fdm sdru\u017een\u00edm pro zna\u010dky (\u010cSZV). V\u00fdzkum realizovala v\u00fdzkumn\u00e1 agentura PPM Factum Reserch na reprezentativn\u00edm vzorku 1 000 z\u00e1stupc\u016f \u010desk\u00e9 populace. Letos byl v\u00fdzkum prov\u00e1d\u011bn prost\u0159ednictv\u00edm metody CAWI omnibus, zasa\u017eena tak byla i tzv. omnibus. online populace. Do v\u00fdzkumu byla zahrnuta i ATL reklama \u2013 reklama na internetu, soci\u00e1ln\u00edch s\u00edt\u00edch, let\u00e1c\u00edch, product placement a tak\u00e9 outdoorova reklama.<\/p>\n<p>&nbsp;<\/p>\n<p>K\u0159ivka p\u0159esycenosti reklamou na internetu m\u00e1 oproti lo\u0148sk\u00e9mu roku stoupaj\u00edc\u00ed tendenci. D\u00e1 se porovnat s reklamou na soukrom\u00fdch televizn\u00edch stanic\u00edch. Je to zp\u016fsobeno z\u0159ejm\u011b t\u00edm, \u017ee reklamy p\u016fsob\u00ed na lidi v moment\u011b, kdy se v\u011bnuj\u00ed jin\u00e9 \u010dinnosti a necht\u011bj\u00ed b\u00fdt obt\u011b\u017eov\u00e1n. P\u0159i sledov\u00e1n\u00ed obl\u00edben\u00e9ho po\u0159adu, vyhled\u00e1v\u00e1n\u00ed informac\u00ed na internetu, \u010di poslechu hudby na hudebn\u00edm serveru.<\/p>\n<\/div>\n  <\/div>\n\n<h3 id='heading6a139a027c78a' class='block-heading' style='margin-top: 20px; margin-bottom: 0px; text-align: left; color: #5F277B;'>\u010c\u00edm to je, \u017ee in-store reklama triumfovala nad jin\u00fdmi typy m\u00e9di\u00ed?<\/h3>\n\n\n<div id=\"text-block6a139a027c9ff\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>Reklama v m\u00edst\u011b prodeje toti\u017e z\u00e1kazn\u00edky neobt\u011b\u017euje. Mnohdy ji z\u00e1kazn\u00edk nevn\u00edm\u00e1 ani jako propagaci dan\u00e9ho v\u00fdrobku, sp\u00ed\u0161e se pro n\u011bj st\u00e1v\u00e1 v\u00edtan\u00fdm pomocn\u00edkem p\u0159i n\u00e1kupn\u00edm rozhodov\u00e1n\u00ed, inspirac\u00ed a vod\u00edtkem pro spr\u00e1vn\u00e9 zorientov\u00e1n\u00ed. Nab\u00eddka v m\u00edst\u011b prodeje m\u016f\u017ee z\u00e1kazn\u00edkovi vsugerovat pot\u0159ebu dan\u00fd v\u00fdrobek m\u00edt, i kdy\u017e ve skute\u010dnosti nezastupuje \u017e\u00e1dnou polo\u017eku v jeho n\u00e1kupn\u00edm seznamu. Dalo by se to nazvat jak\u00fdmsi podprahov\u00fdm vn\u00edm\u00e1n\u00edm, kdy\u017e proch\u00e1z\u00ed kolem vystaven\u00e9ho zbo\u017e\u00ed a uv\u011bdom\u00ed si, \u017ee konkr\u00e9tn\u00ed v\u00fdrobek mu doma doch\u00e1z\u00ed a mohl by jej doplnit, p\u0159\u00edpadn\u011b vyzkou\u0161et nov\u00fd.<\/p>\n<\/div>\n  <\/div>\n\n\n<section id=\"slider-gallery6a139a027e6bc\" class=\"slider-gallery use-gallery-modal\">\n    \n<div class=\"swiper slider-component slider-component-overflow-visible slider-component-center\">\n  <div class=\"swiper-wrapper\">\n    <div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='0' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2.jpg 945w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2-300x225.jpg 300w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2-768x576.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2-550x413.jpg 550w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/zlaty-bazant-regal-gondola.-2-533x400.jpg 533w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='1' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-scaled.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-scaled.jpg 1920w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-225x300.jpg 225w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-768x1024.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-1152x1536.jpg 1152w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-1536x2048.jpg 1536w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-329x438.jpg 329w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/IMG_20170313_100722-300x400.jpg 300w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='2' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan.jpg 2000w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-300x225.jpg 300w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-1024x768.jpg 1024w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-768x576.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-1536x1152.jpg 1536w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-550x413.jpg 550w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/chemolak-stojan-533x400.jpg 533w' alt='' loading='lazy'><\/div>  <\/div>\n  <div class=\"slider-component-navigation\">\n    <div class='slider-component-scrollbar'><div><\/div><\/div>  <\/div>\n<\/div><\/section>\n\n\n<div id=\"text-block6a139a027eb8b\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>D\u016fkazem pozitivn\u00edho vn\u00edm\u00e1n\u00ed in-store reklamy jsou p\u0159edev\u0161\u00edm ochutn\u00e1vky, kter\u00e9 se st\u00e1vaj\u00ed velmi v\u00edtan\u00e9, mnohdy i nejvyhled\u00e1van\u011bj\u0161\u00ed. S jej\u00ed intenzitou je spokojena polovina respondent\u016f. T\u0159etina populace by dokonce uv\u00edtala \u010dast\u011bj\u0161\u00ed v\u00fdskyt ochutn\u00e1vek na prodejn\u00e1ch. Jedn\u00e1 se o bezprost\u0159edn\u00ed formu komunikace mezi z\u00e1kazn\u00edkem a prod\u00e1vaj\u00edc\u00edm. V\u00fdrobek si mohou vyzkou\u0161et \u010di ochutnat a v p\u0159\u00edpad\u011b spokojenosti okam\u017eit\u011b zakoupit. Pro inspiraci V\u00e1m nab\u00edz\u00edme origin\u00e1ln\u00ed in-store prezenta\u010dn\u00ed produkty, kter\u00e9 vyr\u00e1b\u011bla spole\u010dnost Ross:<\/p>\n<\/div>\n  <\/div>\n\n\n<section id=\"slider-gallery6a139a0282510\" class=\"slider-gallery use-gallery-modal\">\n    \n<div class=\"swiper slider-component slider-component-overflow-visible slider-component-center\">\n  <div class=\"swiper-wrapper\">\n    <div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='0' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1.jpg 800w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1-300x216.jpg 300w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1-768x553.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1-550x396.jpg 550w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/Promo_stand_Actimel_verzia_2_3-1-556x400.jpg 556w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='1' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/promostolik-03-1.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/promostolik-03-1.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/promostolik-03-1-225x300.jpg 225w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/promostolik-03-1-329x438.jpg 329w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/promostolik-03-1-300x400.jpg 300w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='2' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-scaled.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-scaled.jpg 1707w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-200x300.jpg 200w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-683x1024.jpg 683w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-768x1152.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-1024x1536.jpg 1024w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-1365x2048.jpg 1365w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-292x438.jpg 292w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/washkoning-2-267x400.jpg 267w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='3' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-scaled.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-scaled.jpg 1810w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-212x300.jpg 212w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-724x1024.jpg 724w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-768x1086.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-1086x1536.jpg 1086w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-1448x2048.jpg 1448w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-310x438.jpg 310w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/ROSS_Kia-promo-point-283x400.jpg 283w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='4' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/specialny-projekt_meinl-3.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/specialny-projekt_meinl-3.jpg 630w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/specialny-projekt_meinl-3-300x216.jpg 300w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/specialny-projekt_meinl-3-550x395.jpg 550w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/specialny-projekt_meinl-3-556x400.jpg 556w' alt='' loading='lazy'><\/div><div class='swiper-slide slider-component-slide'><img data-gallery-modal-index='5' class='slider-gallery-image' src='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2.jpg' srcset='https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2.jpg 1200w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2-225x300.jpg 225w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2-768x1024.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2-1152x1536.jpg 1152w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2-329x438.jpg 329w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/STN-bar-009_2-300x400.jpg 300w' alt='' loading='lazy'><\/div>  <\/div>\n  <div class=\"slider-component-navigation\">\n    <div class='slider-component-scrollbar'><div><\/div><\/div>  <\/div>\n<\/div><\/section>\n\n\n<div id=\"text-block6a139a02829d1\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>V kategorii in-store reklamy se na prvn\u00edm m\u00edst\u011b v \u017eeb\u0159\u00ed\u010dku presycenosti reklamou um\u00edstily digit\u00e1ln\u00ed obrazovky. A\u017e 34% dot\u00e1zan\u00fdch vyslovilo n\u00edzkou toleranci v\u016f\u010di tomuto typu reklamy. Z tohoto zji\u0161t\u011bn\u00ed vypl\u00fdv\u00e1, \u017ee in-store obrazovky jsou st\u00e1le vn\u00edm\u00e1ny jako n\u00e1stroj reklamy v m\u00edst\u011b prodeje, ale z\u00e1kazn\u00edci je nepova\u017euj\u00ed za prost\u0159edek, kter\u00fd jim pom\u00e1h\u00e1 p\u0159i n\u00e1kupu.<\/p>\n<\/div>\n  <\/div>\n\n<h3 id='heading6a139a02834ad' class='block-heading' style='margin-top: 20px; margin-bottom: 0px; text-align: left; color: #5F277B;'>Jak\u00e1 by m\u011bla b\u00fdt reklama? Jak\u00e9 po\u017eadavky m\u00e1 spot\u0159ebitel?<\/h3>\n\n\n<div id=\"text-block6a139a02837b1\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>Obecn\u011b je preferovan\u00e1 reklama, kter\u00e1 pod\u00e1v\u00e1 pravdiv\u00e9 informace srozumitelnou a origin\u00e1ln\u00ed formou. Dal\u0161\u00ed vlastnosti, kter\u00fdm spot\u0159ebitel p\u0159ikl\u00e1d\u00e1 velkou d\u016fle\u017eitost jsou: slu\u0161nost, nevt\u00edravost a nepou\u017e\u00edv\u00e1n\u00ed n\u00e1sil\u00ed.<\/p>\n<\/div>\n  <\/div>\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"698\" src=\"https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-1024x698.jpg\" alt=\"\" class=\"wp-image-9369\" srcset=\"https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-1024x698.jpg 1024w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-300x205.jpg 300w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-768x524.jpg 768w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-550x375.jpg 550w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama-587x400.jpg 587w, https:\/\/ross.sk\/wp-content\/uploads\/2024\/05\/aka_ma_byt_reklama.jpg 1301w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div id=\"text-block6a139a028bc2b\" class=\"text-block\" style=\"margin-top: 0px; margin-bottom: 0px;\">\n  <div class=\"text-block-content text-block-medium\"><p>V Rossu se neust\u00e1le vzd\u011bl\u00e1v\u00e1me v oblasti nov\u00fdch trend\u016f ai takov\u00e9 v\u00fdzkumy n\u00e1s posouvaj\u00ed vp\u0159ed, abychom co nejp\u0159esn\u011bji porozum\u011bli z\u00e1kaznick\u00fdm o\u010dek\u00e1v\u00e1n\u00edm a vytvo\u0159ili pro V\u00e1s efektivn\u00ed reklamu na m\u00edru. Nev\u00e1hejte n\u00e1s kontaktovat: ross@ross.sk<\/p>\n<\/div>\n  <\/div>","protected":false},"excerpt":{"rendered":"<p>In-store reklama i letos 2019 obsadila prvn\u00ed p\u0159\u00ed\u010dku v celkov\u00e9m pozitivn\u00edm vn\u00edm\u00e1n\u00ed reklamy u z\u00e1kazn\u00edk\u016f. 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