{"id":7398,"date":"2023-02-24T12:07:41","date_gmt":"2023-02-24T11:07:41","guid":{"rendered":"https:\/\/www.cms-cma.cz\/?p=7398"},"modified":"2023-12-07T22:17:59","modified_gmt":"2023-12-07T21:17:59","slug":"30-let-systematicke-analyzy-marketingove-komunikace","status":"publish","type":"post","link":"https:\/\/www.cms-cma.cz\/30-let-systematicke-analyzy-marketingove-komunikace\/","title":{"rendered":"30 let systematick\u00e9 anal\u00fdzy marketingov\u00e9 komunikace"},"content":{"rendered":"\t\t
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\u010cesk\u00e1 marketingov\u00e1 spole\u010dnost <\/strong>uspo\u0159\u00e1dala 22. \u00fanora pracovn\u00ed setk\u00e1n\u00ed s\u00a0market\u00e9ry, novin\u00e1\u0159i a pedagogy z\u00a0vysok\u00fdch \u0161kol, jeho\u017e hlavn\u00ed tematikou bylo sezn\u00e1men\u00ed s\u00a0v\u00fdsledky posledn\u00edho v\u00fdzkumu \u010cE\u0160I A REKLAMA V\u00a0ROCE 2023.<\/strong><\/p>\n

Na v\u00fdsledky pr\u016fzkumu se m\u016f\u017eete pod\u00edvat zde<\/span><\/span><\/a>.<\/p>\n\n

Jedn\u00e1n\u00ed moderoval prezident \u010cMS ing. Tom\u00e1\u0161 David<\/strong>, s hlavn\u00ed informac\u00ed vystoupila \u0159e\u0161itelka v\u00fdzkumu doc. PhDr. Jitka Vysekalov\u00e1, PhD<\/strong>.<\/p>\n\n

Letos z\u00edskala \u010desk\u00e1 odborn\u00e1 ve\u0159ejnost ji\u017e 40. unik\u00e1tn\u00ed soubor poznatk\u016f, kter\u00e9 pom\u011brn\u011b komplexn\u011b mapuj\u00ed postoje \u010desk\u00e9 ve\u0159ejnosti k reklam\u011b z mnoha \u00fahl\u016f pohledu. D\u00edky jist\u00e9 \u201eza\u0165atosti\u201c <\/em>autorky a \u0159e\u0161itelky doc. Vysekalov\u00e9, nem\u00e1me k\u00a0dispozici jen aktu\u00e1ln\u00ed data z\u00a0ledna 2023, ale p\u0159edev\u0161\u00edm naprosto ojedin\u011bl\u00fd, fakty podlo\u017een\u00fd, t\u0159icetilet\u00fd pohled na v\u00fdvoj trend\u016f v postoj\u00edch ve\u0159ejnosti k\u00a0tak komplexn\u00edmu jevu novodob\u00e9 kultury, j\u00edm\u017e reklama bezesporu je \u2013 z\u00a0hlediska ekonomick\u00e9ho, kulturn\u00edho, estetick\u00e9ho, organiz\u00e1torsk\u00e9ho v\u00a0\u010dase a prostoru atd.<\/p>\n\n

Samoz\u0159ejm\u011b, \u017ee v\u00fdzkum nebyl cel\u00fdch 30 let realizov\u00e1n v\u00a0jednou dan\u00e9, nem\u011bnn\u00e9 podob\u011b: tak jak se vyv\u00edjela spole\u010dnost, jak se prosazovaly nov\u00e9 technologie komunikace, organizace obchodu, akcent na soci\u00e1ln\u00ed odpov\u011bdnost zadavatel\u016f a realiz\u00e1tor\u016f komunikace, m\u011bnila se tak\u00e9 skladba v\u00fdzkumn\u00fdch ot\u00e1zek a \u0161\u00ed\u0159e v\u00fdzkumn\u00e9ho z\u00e1b\u011bru. Koncem 90. let se nap\u0159. p\u0159edm\u011btem v\u00fdzkumn\u00e9ho z\u00e1jmu st\u00e1vaj\u00ed ve v\u011bt\u0161\u00ed m\u00ed\u0159e soci\u00e1ln\u00ed aspekty p\u016fsoben\u00ed reklamy ve spole\u010dnosti, objevuje se nov\u00e1 tematika komunikace prost\u0159ednictv\u00edm Product Placement, je kladen v\u011bt\u0161\u00ed d\u016fraz na postaven\u00ed zna\u010dky v\u00a0komunikaci, mohutn\u00fd n\u00e1stup internetu si \u017e\u00e1d\u00e1 zkoum\u00e1n\u00ed jeho komer\u010dn\u00ed komunika\u010dn\u00ed role a v\u00a0posledn\u00ed dob\u011b pochopiteln\u011b tak\u00e9 etick\u00e1 problematika politick\u00e9 reklamy a m\u00edra jej\u00ed pravdivosti.\u00a0<\/p>\n\n

Detailn\u00ed anal\u00fdzu v\u00fdzkumu a jeho v\u00fdvoje roz\u0161\u00ed\u0159il pozn\u00e1mkou o metodologii v\u00fdzkumu tak\u00e9 PhDr. Stanislav Hampl<\/strong> z\u00a0agentury ppm factum<\/strong>. Navazuj\u00edc\u00ed diskuse p\u0159inesla tak\u00e9 n\u011bkter\u00e9 dopl\u0148uj\u00edc\u00ed informace, je\u017e se t\u00fdkaly obecn\u011bj\u0161\u00edch ot\u00e1zek vlivu reklamy na spot\u0159ebn\u00ed a soci\u00e1ln\u00ed chov\u00e1n\u00ed \u010desk\u00e9 ve\u0159ejnosti.\u00a0
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\"\"<\/a>\u00a0 \"\"\u00a0 \"\"<\/a>\u00a0 \"\"<\/a>\u00a0<\/a> \"\"<\/a>\u00a0 <\/a>\"\"\u00a0 <\/a>\"\"<\/a>\u00a0 <\/a>\"\"\u00a0 <\/a>\"\"\u00a0 <\/a>\"\"<\/a>\u00a0 \"\"<\/a>\u00a0 <\/a>\"\"\u00a0 <\/a>\"\"<\/a>\u00a0 <\/a>\"\"<\/a>\u00a0 \"\"<\/a><\/p>\n\n

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\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

\u010cesk\u00e1 marketingov\u00e1 spole\u010dnost uspo\u0159\u00e1dala 22. \u00fanora pracovn\u00ed setk\u00e1n\u00ed s\u00a0market\u00e9ry, novin\u00e1\u0159i a pedagogy z\u00a0vysok\u00fdch \u0161kol, jeho\u017e hlavn\u00ed tematikou bylo sezn\u00e1men\u00ed s\u00a0v\u00fdsledky posledn\u00edho v\u00fdzkumu \u010cE\u0160I A REKLAMA V\u00a0ROCE 2023. Na v\u00fdsledky pr\u016fzkumu se m\u016f\u017eete pod\u00edvat zde. Jedn\u00e1n\u00ed moderoval prezident \u010cMS ing. Tom\u00e1\u0161 David, s hlavn\u00ed informac\u00ed vystoupila \u0159e\u0161itelka v\u00fdzkumu doc. PhDr. Jitka Vysekalov\u00e1, PhD. Letos z\u00edskala \u010desk\u00e1 … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":7431,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7398"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=7398"}],"version-history":[{"count":21,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7398\/revisions"}],"predecessor-version":[{"id":8469,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/7398\/revisions\/8469"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media\/7431"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=7398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/categories?post=7398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/tags?post=7398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}