{"id":8475,"date":"2022-12-24T19:04:57","date_gmt":"2022-12-24T18:04:57","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=8475"},"modified":"2024-05-13T14:58:07","modified_gmt":"2024-05-13T12:58:07","slug":"nastroje-marketingovej-komunikacie","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/nastroje-marketingovej-komunikacie\/","title":{"rendered":"N\u00e1stroje marketingovej komunik\u00e1cie"},"content":{"rendered":"<h2>Marketingov\u00e1 komunik\u00e1cia<\/h2>\n<p>Marketingov\u00e1 komunik\u00e1cia znamen\u00e1 na jednej strane informova\u0165, oboznamova\u0165 kvalitu, hodnotu, prospe\u0161nos\u0165, pou\u017eite a na druhej strane vedie\u0165 aj po\u010d\u00fava\u0165, prij\u00edma\u0165 po\u017eiadavky spotrebite\u013eov a reagova\u0165 na ne <a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>.<br \/>\nPodstatou marketingovej komunik\u00e1cie je ovplyv\u0148ovanie n\u00e1kupn\u00e9ho spr\u00e1vania spotrebite\u013eov pomocou prostriedkov komunika\u010dn\u00e9ho syst\u00e9mu, medzi ktor\u00e9 patria tieto hlavn\u00e9 n\u00e1stroje marketingovej komunik\u00e1cie:<\/p>\n<ul>\n<li>Reklama<\/li>\n<li>Podpora predaja<\/li>\n<li>Osobn\u00fd predaj<\/li>\n<li>Public relations <a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a>.<\/li>\n<\/ul>\n<h2>Reklama<\/h2>\n<p>&#8222;Reklama je proces zameran\u00fd na ovplyv\u0148ovanie individu\u00e1lneho spr\u00e1vania ekonomick\u00fdmi n\u00e1strojmi <a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a>.&#8220;<br \/>\nMedzi hlavn\u00e9 funkcie reklamy patria zvy\u0161ovanie povedomia o zna\u010dke a ovplyv\u0148ovanie postoja k nej, teda budovanie zna\u010diek. Z tohto h\u013eadiska je reklama len ve\u013emi \u0165a\u017eko zastupite\u013en\u00e1.<br \/>\nProstredn\u00edctvom m\u00e9di\u00ed dok\u00e1\u017ee reklama r\u00fdchlo zasiahnu\u0165 ve\u013ek\u00e9 segmenty popul\u00e1cie a z\u00e1rove\u0148 zvy\u0161uje atraktivitu zna\u010diek. Predstavuje najv\u00fdznamnej\u0161\u00ed sp\u00f4sob, ako m\u00f4\u017ee zna\u010dka posilni\u0165 svoj image. Prostredn\u00edctvom reklamy informujeme o nov\u00fdch produktoch a presvied\u010dame cie\u013eovou skupinu k ich n\u00e1kupu. <a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a><\/p>\n<h3>Druhy reklamy<\/h3>\n<p>Reklamn\u00e9 aktivity m\u00f4\u017eeme rozdeli\u0165 do dvoch z\u00e1kladn\u00fdch smerov:<\/p>\n<ul>\n<li>orient\u00e1cia na produkt\/v\u00fdrobok<\/li>\n<li>orient\u00e1cia na in\u0161tit\u00faciu.<\/li>\n<\/ul>\n<p>Reklamu m\u00f4\u017eeme rozdeli\u0165 \u010falej na:<\/p>\n<ol>\n<li>Informa\u010dn\u00fa reklamu \u2013 sna\u017e\u00ed sa vzbudi\u0165 z\u00e1ujem o v\u00fdrobok, slu\u017ebu, organiz\u00e1ciu. Cie\u013eom je obozn\u00e1mi\u0165, \u017ee nov\u00fd produkt je na trhu z\u00e1kazn\u00edkom k dispoz\u00edcii. Tento druh reklamy sa pou\u017e\u00edva pri uveden\u00ed nov\u00e9ho produktu.<\/li>\n<li>Presved\u010dovaciu reklamu \u2013 \u00falohou je rozvin\u00fa\u0165 dopyt po v\u00fdrobku, slu\u017ebe, organiz\u00e1cii a pod. Pou\u017e\u00edva sa na podporu rastu a na za\u010diatku f\u00e1zy zrelosti \u017eivotn\u00e9ho cyklu v\u00fdrobku.<\/li>\n<\/ol>\n<ol>\n<li>Pripomienkov\u00fa reklamu \u2013 nadv\u00e4zuje na predch\u00e1dzaj\u00face reklamn\u00e9 aktivity a pom\u00e1ha zachova\u0165 poz\u00edciu zna\u010dky, slu\u017eby, at\u010f.<\/li>\n<\/ol>\n<h2>Podpora predaja<\/h2>\n<p>&#8222;Podpora predaja je ozna\u010den\u00edm pre kr\u00e1tkodob\u00e9 podnety, ktor\u00e9 zv\u00fd\u0161ia n\u00e1kup alebo predaj produktu alebo slu\u017eby. Zah\u0155\u0148a ve\u013emi \u0161irok\u00fa paletu n\u00e1strojov \u2013 kup\u00f3ny, s\u00fa\u0165a\u017ee, pr\u00e9mie, rabaty a in\u00e9 <a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a>.&#8220; \u0160\u00edrku n\u00e1strojov neohrani\u010duje iba fant\u00e1zia alebo z\u00e1kon, ale aj etika. Medzi \u010fal\u0161ie met\u00f3dy a n\u00e1stroje m\u00f4\u017eeme zaradi\u0165 aj:<\/p>\n<ul>\n<li>bezplatn\u00e9 vzorky ,<\/li>\n<li>merchandising \u2013 odmena za nebe\u017en\u00fa prezent\u00e1ciu,<\/li>\n<li>ponuky mo\u017enost\u00ed vr\u00e1tenia v\u00fdrobku alebo vr\u00e1tenie plnej resp. \u010diastkovej sumy z v\u00fdrobku,<\/li>\n<li>reklama v mieste predaja.<\/li>\n<\/ul>\n<h2>Osobn\u00fd predaj<\/h2>\n<p>&#8222;Osobn\u00fd predaj je person\u00e1lna forma marketingovej komunik\u00e1cie, kde sa vytv\u00e1ra sp\u00e4tn\u00e1 v\u00e4zba s flexibilnos\u0165 z\u00edskavania inform\u00e1ci\u00ed osobn\u00fdm kontaktom pred\u00e1vaj\u00faceho s kupuj\u00facim <a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a>.&#8220;<br \/>\nOsobn\u00fd predaj patr\u00ed medzi najstar\u0161ie n\u00e1stroje marketingovej komunik\u00e1cie \/ komunika\u010dn\u00e9ho mixu, ktor\u00fd si aj napriek rozvoju nov\u00fdch m\u00e9di\u00ed a technol\u00f3gi\u00ed udr\u017euje v\u00fdznamn\u00fa poz\u00edciu v marketingovej komunik\u00e1ciu mnoh\u00fdch organiz\u00e1ci\u00ed. Mnoho organiz\u00e1ci\u00ed v s\u00fa\u010dasnosti vyu\u017e\u00edva pr\u00e1ve tento n\u00e1stroj marketingovej komunik\u00e1cie.<br \/>\nNajv\u00e4\u010d\u0161ou v\u00fdhodou osobn\u00e9ho predaja v porovnan\u00ed s ostatn\u00fdmi n\u00e1strojmi komunika\u010dn\u00e9ho mixu je osobn\u00fd kontakt medzi organiz\u00e1ciou a z\u00e1kazn\u00edkom. Medzi \u010fal\u0161ie v\u00fdhody patria aj r\u00fdchla sp\u00e4tn\u00e1 v\u00e4zba, individualizovan\u00e1 komunik\u00e1cia a v kone\u010dnom d\u00f4sledku aj v\u00e4\u010d\u0161ia vernos\u0165 z\u00e1kazn\u00edkov.<\/p>\n<h2>Public relations<\/h2>\n<p>&#8222;Public relations znamen\u00e1 vytv\u00e1ranie a pestovanie dobr\u00fdch vz\u0165ahov k verejnosti prostredn\u00edctvom priaznivej publicity, organizovan\u00edm r\u00f4znych podujat\u00ed, \u00fa\u010das\u0165ou na spolo\u010densko-prospe\u0161n\u00fdch aktivit\u00e1ch so z\u00e1merom budova\u0165 pozit\u00edvny imid\u017e firmy a systematicky zo\u0161\u013each\u0165ova\u0165 vz\u0165ahy k \u0161irok\u00e9mu okoliu <a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a>.&#8220; Je to proces, ktor\u00fd zabezpe\u010duje inici\u00e1ciu a kultivovanie vz\u00e1jomne v\u00fdhodn\u00fdch a transparentn\u00fdch vz\u0165ahov medzi organiz\u00e1ciou a cie\u013eov\u00fdmi skupinami, v\u00fdznamn\u00fdmi pre fungovanie a existenciu organiz\u00e1cie.<br \/>\nK\u013e\u00fa\u010dov\u00e9 faktory efekt\u00edvnych public relations:<\/p>\n<ul>\n<li>s\u00fastavnos\u0165 a dlhodobos\u0165,<\/li>\n<li>nadviazanie a synergia s firemnou strat\u00e9giou,<\/li>\n<li>premyslen\u00e1 komunika\u010dn\u00e1 strat\u00e9gia,<\/li>\n<li>zapojenie \u201etret\u00edch&#8220; str\u00e1n (tzv. third party endorsment),<\/li>\n<li>profesion\u00e1lne \u0161tandardy,<\/li>\n<li>etika,<\/li>\n<li>snaha o dial\u00f3g.<\/li>\n<\/ul>\n<p>Medzi hlavn\u00e9 prostriedky public relations patria:<\/p>\n<ul>\n<li>spravodajsk\u00e9 spr\u00e1vy,<\/li>\n<li>spr\u00e1vy o organiz\u00e1cie, produktoch a zamestnanoc,<\/li>\n<li>verejn\u00e9 vyst\u00fapenia predstavite\u013eov organiz\u00e1cie,<\/li>\n<li>zvl\u00e1\u0161tne podujatia \u2013 tla\u010dov\u00e9 konferencie, sl\u00e1vnostn\u00e9 otvorenia, vyst\u00fapenia v m\u00e9di\u00e1ch, rel\u00e1ci\u00e1ch, programoch,<\/li>\n<li>vyd\u00e1vanie intern\u00fdch period\u00edk,<\/li>\n<li>audiovizu\u00e1lne materi\u00e1ly \u2013 filmy, obr\u00e1zkov\u00e9 zvukov\u00e9 programy,<\/li>\n<li>\u00fa\u010das\u0165 na verejnoprospe\u0161n\u00fdch aktivit\u00e1ch. <a href=\"#_ftn8\" name=\"_ftnref8\">[8]<\/a><\/li>\n<\/ul>\n<p>Ciele public relations sa orientuj\u00fa na budovanie imid\u017eu a podielu na trhu organiz\u00e1cie alebo zv\u00fd\u0161enie stup\u0148a presved\u010denia o v\u00fdhodnosti k\u00fapy produktu.<br \/>\n<a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> KITA, Jaroslav a kol. 2000. Marketing. 1.vydanie. Bratislava : IURA EDITION. 2000. 363. ISBN 80-88715-70-9. s. 283.<br \/>\n<a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> HANUL\u00c1KOV\u00c1, Eva. 1996. Etika v marketingu. Bratislava : EUROUNION, 1996. 123 s. ISBN 80-85568-56-X. s. 72.<br \/>\n<a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> HANUL\u00c1KOV\u00c1, Eva. 1996. Etika v marketingu. Bratislava : EUROUNION, 1996. 123 s. ISBN 80-85568-56-X. s. 73.<br \/>\n<a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a> KARL\u00cd\u010cEK, Miroslav, KR\u00c1L, Petr. 2011. Marketingov\u00e1 komunikace. Praha : Grada Publishing, 2011. 213 s. ISBN 978-80-247-3541-2. s. 49.<br \/>\n<a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a> KITA, Jaroslav a kol. 2000. Marketing. 1.vydanie. Bratislava : IURA EDITION. 2000. 363. ISBN 80-88715-70-9. s. 287.<br \/>\n<a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a> HANUL\u00c1KOV\u00c1, Eva. 1996. Etika v marketingu. Bratislava : EUROUNION, 1996. 123 s. ISBN 80-85568-56-X. s. 106.<br \/>\n<a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a> KITA, Jaroslav a kol. 2000. Marketing. 1.vydanie. Bratislava : IURA EDITION. 2000. 363. ISBN 80-88715-70-9. s. 288.<br \/>\n<a href=\"#_ftnref8\" name=\"_ftn8\">[8]<\/a> KITA, Jaroslav a kol. 2000. Marketing. 1.vydanie. Bratislava : IURA EDITION. 2000. 363. ISBN 80-88715-70-9. s. 306.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00e1 komunik\u00e1cia Marketingov\u00e1 komunik\u00e1cia znamen\u00e1 na jednej strane informova\u0165, oboznamova\u0165 kvalitu, hodnotu, prospe\u0161nos\u0165, pou\u017eite a na druhej strane vedie\u0165 aj po\u010d\u00fava\u0165, prij\u00edma\u0165 po\u017eiadavky spotrebite\u013eov a &hellip; <\/p>\n","protected":false},"author":15,"featured_media":24763,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-8475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>N\u00e1stroje marketingovej komunik\u00e1cie<\/title>\n<meta name=\"description\" content=\"N\u00e1stroje marketingovej komunik\u00e1cie\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/nastroje-marketingovej-komunikacie\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"N\u00e1stroje marketingovej komunik\u00e1cie\" \/>\n<meta property=\"og:description\" content=\"N\u00e1stroje marketingovej komunik\u00e1cie\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vrtulniky.sk\/news\/nastroje-marketingovej-komunikacie\/\" \/>\n<meta property=\"og:site_name\" content=\"Podnik\u00e1m, lietam a relaxujem\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vrtulniky\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-24T18:04:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-13T12:58:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/binchio-2-nechame-vyschnut-a-hodime-do-vody.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bc. 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