[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.realfa.cz\/jak-pripravit-marketingovou-komunikacni-kampan\/#Article","mainEntityOfPage":"https:\/\/www.realfa.cz\/jak-pripravit-marketingovou-komunikacni-kampan\/","headline":"Jak p\u0159ipravit marketingovou komunika\u010dn\u00ed kampa\u0148?","name":"Jak p\u0159ipravit marketingovou komunika\u010dn\u00ed kampa\u0148?","description":"Marketingov\u00e1 komunika\u010dn\u00ed kampa\u0148 m\u016f\u017ee m\u00edt velk\u00fd vliv na va\u0161e dal\u0161\u00ed p\u016fsoben\u00ed na trhu. Proto je pot\u0159eba v\u011bnovat jej\u00ed p\u0159\u00edprav\u011b dostate\u010dn\u00e9 mno\u017estv\u00ed \u010dasu. Jak\u00e9 jsou nezbytn\u00e9 kroky, kter\u00fdmi byste m\u011bli proj\u00edt b\u011bhem p\u0159\u00edpravy kampan\u011b? 1) Situa\u010dn\u00ed anal\u00fdza \u2013proces, kter\u00fd podnikateli pom\u016f\u017ee posoudit pozici firmy, ve kter\u00e9 se nach\u00e1z\u00ed, pod\u00edvat se na jej\u00ed siln\u00e9 a slab\u00e9 str\u00e1nky, porovnat podnik s\u00a0jeho konkurenty a identifikovat mo\u017en\u00e9 p\u0159\u00edle\u017eitosti a hrozby. Anal\u00fdza by m\u011bla sledovat dosavadn\u00ed...","datePublished":"2023-05-22","dateModified":"2023-05-22","author":{"@type":"Person","@id":"https:\/\/www.realfa.cz\/author\/#Person","name":"","url":"https:\/\/www.realfa.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/014a645f9f16d49aceddb25e316448c724bd78e7db0ee7a34c29417d5ca39ef1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/014a645f9f16d49aceddb25e316448c724bd78e7db0ee7a34c29417d5ca39ef1?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"realfa.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.realfa.cz\/wp-content\/uploads\/img_a309533_w2215_t1520494148.jpg","url":"https:\/\/www.realfa.cz\/wp-content\/uploads\/img_a309533_w2215_t1520494148.jpg","height":0,"width":0},"url":"https:\/\/www.realfa.cz\/jak-pripravit-marketingovou-komunikacni-kampan\/","wordCount":403,"articleBody":"Marketingov\u00e1 komunika\u010dn\u00ed kampa\u0148 m\u016f\u017ee m\u00edt velk\u00fd vliv na va\u0161e dal\u0161\u00ed p\u016fsoben\u00ed na trhu. Proto je pot\u0159eba v\u011bnovat jej\u00ed p\u0159\u00edprav\u011b dostate\u010dn\u00e9 mno\u017estv\u00ed \u010dasu. Jak\u00e9 jsou nezbytn\u00e9 kroky, kter\u00fdmi byste m\u011bli proj\u00edt b\u011bhem p\u0159\u00edpravy kampan\u011b?1) Situa\u010dn\u00ed anal\u00fdza \u2013proces, kter\u00fd podnikateli pom\u016f\u017ee posoudit pozici firmy, ve kter\u00e9 se nach\u00e1z\u00ed, pod\u00edvat se na jej\u00ed siln\u00e9 a slab\u00e9 str\u00e1nky, porovnat podnik s\u00a0jeho konkurenty a identifikovat mo\u017en\u00e9 p\u0159\u00edle\u017eitosti a hrozby. Anal\u00fdza by m\u011bla sledovat dosavadn\u00ed v\u00fdvoj, sou\u010dasn\u00fd stav a odhad mo\u017en\u00e9ho budouc\u00edho v\u00fdvoje.2) Stanoven\u00ed c\u00edl\u016f a c\u00edlov\u00fdch skupin marketingov\u00e9 komunikace \u2013 obecn\u011b by m\u011bly b\u00fdt v\u0161echny c\u00edle SMART (specifick\u00e9, m\u011b\u0159iteln\u00e9, akceptovateln\u00e9, realizovateln\u00e9 a term\u00ednovan\u00e9). C\u00edle musej\u00ed b\u00fdt formulov\u00e1ny v\u00a0souvislosti s\u00a0marketingov\u00fdmi ekonomick\u00fdmi (nap\u0159. zv\u00fd\u0161en\u00ed obratu, zv\u00fd\u0161en\u00ed zisku, zv\u00fd\u0161en\u00ed tr\u017en\u00edho pod\u00edlu aj.) a mimoekonomick\u00fdmi (ovlivn\u011bn\u00ed image zna\u010dky, zv\u00fd\u0161en\u00ed stupn\u011b zn\u00e1mosti zna\u010dky, upevn\u011bn\u00ed n\u00e1kupn\u00edch \u00famysl\u016f aj.) c\u00edli firmy.3) Stanoven\u00ed rozpo\u010dtu (nebo-li budgeting)\u2013 mezi z\u00e1kladn\u00ed p\u0159\u00edstupy k\u00a0tvorb\u011b komunika\u010dn\u00edho rozpo\u010dtu pat\u0159\u00ed \u2013\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 metoda z\u016fstatkov\u00e9ho rozpo\u010dtu,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 metoda procentu\u00e1ln\u00edho pod\u00edlu z\u00a0obratu,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 metoda konkuren\u010dn\u00ed parity,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 metoda orientovan\u00e1 na c\u00edle.4) Strategie marketingov\u00e9ho komunika\u010dn\u00edho mixu\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategie tlaku\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategie tahu5) Koordinace a integrace marketingov\u00e9 komunikace \u2013zde jsou identifikov\u00e1ny v\u0161echny \u010dinnosti, kter\u00e9 je t\u0159eba vykonat, jejich uveden\u00ed do souladu a stanoven\u00ed, kdo bude \u00fakol prov\u00e1d\u011bt (vlastn\u00ed marketingov\u00e9 odd\u011blen\u00ed nebo komunika\u010dn\u00ed agentura), v\u010detn\u011b stanoven\u00ed \u010dasov\u00e9ho harmonogramu.6) Implementace marketingov\u00e9 komunikace \u2013 uveden\u00ed pl\u00e1novan\u00fdch aktivit v\u00a0r\u00e1mci marketingov\u00e9 komunikace do reality. Prodejn\u00ed t\u00fdm m\u00e1 snadn\u011bj\u0161\u00ed pr\u00e1ci, pokud jsou produkt \u010di firma dob\u0159e zn\u00e1my d\u00edky sponzorstv\u00ed nebo reklam\u011b. Komunikace na m\u00edst\u011b prodeje bude \u00fa\u010dinn\u011bj\u0161\u00ed, bude-li konzistentn\u00ed s\u00a0reklamou. P\u0159\u00edm\u00e1 rozes\u00edlka bude \u00fa\u010dinn\u011bj\u0161\u00ed, bude-li p\u0159ipravena a realizov\u00e1na spolu s\u00a0reklamn\u00ed kampan\u00ed zam\u011b\u0159enou na pov\u011bdom\u00ed z\u00e1kazn\u00edka a kampan\u00ed podporuj\u00edc\u00ed prodej. N\u00e1v\u0161t\u011bvnost webov\u00fdch str\u00e1nek se zv\u00fd\u0161\u00ed, budou-li inzerov\u00e1ny v\u00a0reklam\u011b.7) Kontrola v\u00fdsledk\u016f \u00fa\u010dinnosti marketingov\u00e9 komunikace vzhledem ke stanoven\u00fdm c\u00edl\u016fm a c\u00edlov\u00fdm skupin\u00e1m                                                                                                                                                                                                                                                                                                                                                                                        4.1\/5 - (9 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak p\u0159ipravit marketingovou komunika\u010dn\u00ed kampa\u0148?","item":"https:\/\/www.realfa.cz\/jak-pripravit-marketingovou-komunikacni-kampan\/#breadcrumbitem"}]}]