[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/pbag.cz\/internetova-reklama-uzitecna-i-otravna\/#Article","mainEntityOfPage":"https:\/\/pbag.cz\/internetova-reklama-uzitecna-i-otravna\/","headline":"Internetov\u00e1 reklama, u\u017eite\u010dn\u00e1 i otravn\u00e1","name":"Internetov\u00e1 reklama, u\u017eite\u010dn\u00e1 i otravn\u00e1","description":"Sou\u010dasn\u00e1 digit\u00e1ln\u00ed doba s sebou p\u0159inesla nutnost b\u00fdt vid\u011bn v\u0161em podnikatel\u016fm, politik\u016fm, ale i um\u011blc\u016fm \u010di t\u011bm, kdo pot\u0159ebuj\u00ed b\u00fdti \u201evid\u011bni\u201c. Ka\u017ed\u00e1 doba p\u0159in\u00e1\u0161\u00ed jin\u00fd zp\u016fsob prezentace. Zat\u00edmco po\u010d\u00e1tkem devades\u00e1t\u00fdch let byl public relations omezen\u00fd pouze na ti\u0161t\u011bn\u00e1 m\u00e9dia a televizi, dnes je situace diametr\u00e1ln\u011b odli\u0161n\u00e1. Tatam je doba, kdy div\u00e1ci aktivn\u011b reagovali na ka\u017edou […]","datePublished":"2025-03-07","dateModified":"2025-03-07","author":{"@type":"Person","@id":"https:\/\/pbag.cz\/author\/#Person","name":"","url":"https:\/\/pbag.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/2d2e3fdaba6370eba756fb4048c695326686ff29010a0df4d58b27c20544521d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/2d2e3fdaba6370eba756fb4048c695326686ff29010a0df4d58b27c20544521d?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"pbag.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/pbag.cz\/wp-content\/uploads\/img_a292396_w2259_t1504811085.jpg","url":"https:\/\/pbag.cz\/wp-content\/uploads\/img_a292396_w2259_t1504811085.jpg","height":0,"width":0},"url":"https:\/\/pbag.cz\/internetova-reklama-uzitecna-i-otravna\/","wordCount":611,"articleBody":"Sou\u010dasn\u00e1 digit\u00e1ln\u00ed doba s sebou p\u0159inesla nutnost b\u00fdt vid\u011bn v\u0161em podnikatel\u016fm, politik\u016fm, ale i um\u011blc\u016fm \u010di t\u011bm, kdo pot\u0159ebuj\u00ed b\u00fdti \u201evid\u011bni\u201c. Ka\u017ed\u00e1 doba p\u0159in\u00e1\u0161\u00ed jin\u00fd zp\u016fsob prezentace. Zat\u00edmco po\u010d\u00e1tkem devades\u00e1t\u00fdch let byl public relations omezen\u00fd pouze na ti\u0161t\u011bn\u00e1 m\u00e9dia a televizi, dnes je situace diametr\u00e1ln\u011b odli\u0161n\u00e1. Tatam je doba, kdy div\u00e1ci aktivn\u011b reagovali na ka\u017edou televizn\u00ed reklamu a bezmezn\u011b j\u00ed v\u011b\u0159ili.  Dne\u0161n\u00ed div\u00e1k reaguje velmi pasivn\u011b, proto\u017ee za v\u00edce ne\u017e dv\u011b stolet\u00ed rozli\u010dn\u00fdch reklamn\u00edch kampan\u00ed otup\u011bl a nau\u010dil se reklamu infiltrovat ze sv\u00e9ho podv\u011bdom\u00ed. Jedinou v\u00fdjimkou jsou dob\u0159e propracovan\u00e9 projekty s origin\u00e1ln\u00edm n\u00e1padem \u010di osloven\u00ed popul\u00e1rn\u00ed osobnost\u00ed. Podle statistik televizn\u00ed reklama nejm\u00e9n\u011b oslovuje c\u00edlovou skupinu 15-30 let, kter\u00e1 je velmi d\u016fle\u017eit\u00e1 pro ve\u0161ker\u00e9 spole\u010dnosti vyr\u00e1b\u011bj\u00edc\u00ed v\u00fdrobky ur\u010den\u00e9 d\u011btem, student\u016fm, mlad\u00fdm lidem. A pr\u00e1v\u011b d\u00edky t\u00e9to c\u00edlov\u00e9 skupin\u011b se masov\u011b roz\u0161\u00ed\u0159ila reklama na internetu. Zpo\u010d\u00e1tku \u0161lo o jen bannery  P\u0159esto, \u017ee byl internet zpo\u010d\u00e1tku prezentov\u00e1n jako \u201esvobodn\u00e1 nekomer\u010dn\u00ed s\u00ed\u0165\u201c, tak od poloviny devades\u00e1t\u00fdch let se i on za\u010dal zahlcovat reklamou. Zpo\u010d\u00e1tku jen oby\u010dejn\u00fdmi obr\u00e1zky (bannery) ve form\u00e1tu jpg, kter\u00e9 byly pozd\u011bji zdokonaleny do animovan\u00e9ho form\u00e1tu gif. Dnes p\u0159evl\u00e1d\u00e1 kombinace animovan\u00fdch banner\u016f a flash banner\u016f. Z\u00e1kladn\u00ed form\u00e1ty bannerov\u00e9 reklamy: \u00b7 Leaderboard 745 \u00d7 100 px \u00b7 Square banner 250 x 250px, 300 \u00d7 300 px \u00b7 SkyScraper 120 x 600px, 160 x 600px \u00b7 Rectangle 300 x 250px, 234x60px, 300 x 60 px, 468 x 60 px \u00b7 Icon 88 x 31 px Tento zp\u016fsob propagace byl zpo\u010d\u00e1tku velmi \u00fasp\u011b\u0161n\u00fd, ale \u010dasem n\u011bkter\u00e9 weby za\u010daly sv\u016fj obsah natolik p\u0159et\u011b\u017eovat reklamou, a\u017e se stala pro konzumenty \u201eotravnou\u201c. Zna\u010dn\u00e1 \u010d\u00e1st u\u017eivatel\u016f tak za\u010dala pou\u017e\u00edvat r\u016fzn\u00e9 filtrovac\u00ed programy typu AdBlock \u010di podobn\u00e9 aplikace, kter\u00e9 reklamn\u00ed bannery nezobraz\u00ed. Reklamn\u00ed spole\u010dnosti tak za\u010daly vyu\u017e\u00edvat nativn\u00ed reklamu (komer\u010dn\u00ed \u010dl\u00e1nky) a vznikem soci\u00e1ln\u00ed s\u00edt\u011b Facebook v roce 2004 roz\u0161\u00ed\u0159ily sv\u016fj vliv i na FB profily. Komer\u010dn\u00ed spole\u010dnosti tak za\u010daly pro svoji prezentaci vyu\u017e\u00edvat t\u0159i z\u00e1kladn\u00ed m\u00e9dia: \u00b7 webov\u00e9 str\u00e1nky \u00b7 soci\u00e1ln\u00ed s\u00edt\u011b (Facebook, Instagram) \u00b7 direct mailing  Z\u00e1kladem sou\u010dasn\u00e9 firemn\u00ed prezentace jsou webov\u00e9 str\u00e1nky, kter\u00e9 jsou hlavn\u00edm informa\u010dn\u00edm zdrojem. Spole\u010dnosti je vyu\u017e\u00edvaj\u00ed pro komplexn\u00ed pod\u00e1n\u00ed informac\u00ed o vzniku a historii spole\u010dnosti, v\u00fdrobc\u00edch, kontaktech apod. Soci\u00e1ln\u00ed s\u00edt\u011b jsou v\u00fdznamn\u00fdm dopl\u0148kem webov\u00fdch str\u00e1nek, proto\u017ee oslovuj\u00ed p\u0159\u00edmo c\u00edlovou skupinu. Krom\u011b z\u00e1kladn\u00edch informac\u00ed lze soci\u00e1ln\u00ed s\u00edt\u011b vyu\u017e\u00edt k multimedi\u00e1ln\u00edm sout\u011b\u017e\u00edm, on-line p\u0159enos\u016fm a p\u0159edev\u0161\u00edm k okam\u017eit\u00e9 zp\u011btn\u00e9 vazb\u011b od potencion\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Direct mailing je specifick\u00fdm zp\u016fsobem reklamy slou\u017e\u00edc\u00ed pro kontakt pouze se z\u00e1kazn\u00edky, kte\u0159\u00ed s touto formou prezentace souhlas\u00ed. Sou\u010dasn\u00fd internet je zcela nepochybn\u011b p\u0159epln\u011bn reklamou, kter\u00e1 m\u016f\u017ee b\u00fdt obt\u011b\u017euj\u00edc\u00ed. Na druhou stranu lze ov\u0161em formou internetov\u00e9 reklamy okam\u017eit\u011b upozornit na nutnost pomoci lidem, kte\u0159\u00ed to pot\u0159ebuj\u00ed. T\u0159eba propagac\u00ed charitativn\u00edho projektu \u010di upozorn\u011bn\u00edm na p\u00e1tr\u00e1n\u00ed po poh\u0159e\u0161ovan\u00fdch osob\u00e1ch. Reklama na internetu je tak jak\u00fdmsi \u201enutn\u00fdm zlem\u201c, na kter\u00fd je t\u0159eba si zvyknout.                                                                                                                                                                                                                                                                                                                                                                                                 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Internetov\u00e1 reklama, u\u017eite\u010dn\u00e1 i otravn\u00e1","item":"https:\/\/pbag.cz\/internetova-reklama-uzitecna-i-otravna\/#breadcrumbitem"}]}]