[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.maleja.cz\/vybrane-pojmy-marketingove-komunikace-znate-je-vsechny\/#Article","mainEntityOfPage":"https:\/\/www.maleja.cz\/vybrane-pojmy-marketingove-komunikace-znate-je-vsechny\/","headline":"Vybran\u00e9 pojmy marketingov\u00e9 komunikace. Zn\u00e1te je v\u0161echny?","name":"Vybran\u00e9 pojmy marketingov\u00e9 komunikace. Zn\u00e1te je v\u0161echny?","description":"V\u00a0marketingov\u00e9 komunikaci se mnohdy objevuj\u00ed pojmy, kter\u00e9 nejsou p\u0159\u00edli\u0161 zn\u00e1m\u00e9. Ne v\u0161ichni podnikatel\u00e9 marketingov\u00e9 komunikaci rozum\u00ed. Propaguj\u00ed tak svou firmu pouze prost\u0159ednictv\u00edm klasick\u00fdch n\u00e1stroj\u016f, kter\u00e9 … ","datePublished":"2026-03-02","dateModified":"2026-03-02","author":{"@type":"Person","@id":"https:\/\/www.maleja.cz\/author\/#Person","name":"","url":"https:\/\/www.maleja.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/29b4b7cf61bc7f4a3cff4e7146cbe3cb?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/29b4b7cf61bc7f4a3cff4e7146cbe3cb?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"maleja.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.maleja.cz\/wp-content\/uploads\/img_a309541_w2348_t1520494936.jpg","url":"https:\/\/www.maleja.cz\/wp-content\/uploads\/img_a309541_w2348_t1520494936.jpg","height":0,"width":0},"url":"https:\/\/www.maleja.cz\/vybrane-pojmy-marketingove-komunikace-znate-je-vsechny\/","wordCount":364,"articleBody":"V\u00a0marketingov\u00e9 komunikaci se mnohdy objevuj\u00ed pojmy, kter\u00e9 nejsou p\u0159\u00edli\u0161 zn\u00e1m\u00e9. Ne v\u0161ichni podnikatel\u00e9 marketingov\u00e9 komunikaci rozum\u00ed. Propaguj\u00ed tak svou firmu pouze prost\u0159ednictv\u00edm klasick\u00fdch n\u00e1stroj\u016f, kter\u00e9 jsou ji\u017e ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f pas\u00e9. Mus\u00edte vymyslet n\u011bco origin\u00e1ln\u00edho. Je st\u00e1le t\u011b\u017e\u0161\u00ed upoutat pozornost z\u00e1kazn\u00edk\u016f, proto je pot\u0159eba vym\u00fd\u0161let takovou reklamu, kterou je ohrom\u00edte, \u0161okujete, zasko\u010d\u00edte\u2026 U\u017e jenom to, \u017ee se o va\u0161\u00ed reklam\u011b budou bavit, je obrovsk\u00fd \u00fasp\u011bch. Proto\u017ee se dostanete do jejich podv\u011bdom\u00ed\u2026CSR (soci\u00e1ln\u00ed odpov\u011bdnost firem) \u2013dobrovoln\u00fd z\u00e1vazek firem, chovat se v\u00a0r\u00e1mci fungov\u00e1n\u00ed firmy zodpov\u011bdn\u011b. Zam\u011b\u0159uje se na t\u0159i pil\u00ed\u0159e \u2013 ekonomick\u00fd, soci\u00e1ln\u00ed a environment\u00e1ln\u00ed. Firma se tak mus\u00ed chovat zodpov\u011bdn\u011b ve v\u0161ech uveden\u00fdch oblastech, aby se mohla pova\u017eovat za spole\u010densky odpov\u011bdnou firmu.Astroturfing \u2013vyvol\u00e1n\u00ed dojmu p\u0159irozen\u00e9 reakce na komunikovan\u00fd objekt, produkt \u010di slu\u017ebu (nap\u0159. firma p\u00ed\u0161e pozitivn\u00ed hodnocen\u00ed, reakce). Velmi \u010dasto vyu\u017e\u00edvan\u00e9. Nap\u0159\u00edklad na soci\u00e1ln\u00edch firm\u00e1ch si lid\u00e9 vytv\u00e1\u0159ej\u00ed profily, ze kter\u00fdch p\u00ed\u0161\u00ed velmi pozitivn\u00ed hodnocen\u00ed na svou firmu\u2026 Je to v\u0161ak velice chab\u00fd zp\u016fsob, jak se sna\u017eit zap\u016fsobit. Nebylo by lep\u0161\u00ed, kdybyste ty klady poslouchali z\u00a0\u00fast va\u0161ich z\u00e1kazn\u00edk\u016f?Geomarketing \u2013obor, zpracov\u00e1vaj\u00edc\u00ed v\u00fdsledky ze z\u00e1kaznick\u00fdch pr\u016fzkum\u016f do formy geografick\u00fdch map. Skl\u00e1d\u00e1 se z\u00a0digit\u00e1ln\u00edch map a marketingov\u00fdch dat z\u00a0nejr\u016fzn\u011bj\u0161\u00edch v\u00fdzkum\u016f. Propojen\u00edm vznikne discipl\u00edna zobrazuj\u00edc\u00ed geodata, kter\u00e9 lze analyzovat. Z\u00e1kazn\u00edky lze pozorovat dle kraje, okresu, PS\u010c, obce, konkr\u00e9tn\u00ed adresy\u2026Interaktivn\u00ed marketing – vyu\u017eit\u00ed internetu jako kan\u00e1lu komunikace a p\u0159\u00edm\u00e9ho prodeje z\u00e1kazn\u00edk\u016fm. N\u00e1stroje interaktivn\u00edho marketingu jsou \u2013 webov\u00e9 str\u00e1nky, kontextov\u00e1 reklama, bannery, e-mail \u010di v\u00a0sou\u010dasn\u00e9 dob\u011b proslul\u00fd mobiln\u00ed marketing.Ambush marketing \u2013guerilla sponzoring. Jedn\u00e1 se o parazitov\u00e1n\u00ed na aktivit\u00e1ch konkurence, kter\u00e9 jsou v\u011bt\u0161inou spojeny s\u00a0n\u011bjakou v\u00fdznamnou akc\u00ed (nap\u0159. olympijsk\u00e9 hry, MS v\u00a0ledn\u00edm hokeji aj.).                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Vybran\u00e9 pojmy marketingov\u00e9 komunikace. Zn\u00e1te je v\u0161echny?","item":"https:\/\/www.maleja.cz\/vybrane-pojmy-marketingove-komunikace-znate-je-vsechny\/#breadcrumbitem"}]}]