{"id":103,"date":"2009-01-25T10:00:58","date_gmt":"2009-01-25T09:00:58","guid":{"rendered":"http:\/\/honzapav.cz\/?p=103"},"modified":"2020-10-04T13:14:04","modified_gmt":"2020-10-04T12:14:04","slug":"medialni-planovani-3-zakladni-medialni-pojmy","status":"publish","type":"post","link":"https:\/\/honzapav.cz\/marketing-reklama\/medialni-planovani-3-zakladni-medialni-pojmy\/","title":{"rendered":"Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed 3: Z\u00e1kladn\u00ed medi\u00e1ln\u00ed pojmy"},"content":{"rendered":"

Ve t\u0159et\u00edm d\u00edle seri\u00e1lu projdeme nutn\u00fdm zlem – medi\u00e1ln\u00ed terminologi\u00ed<\/strong>. Terminologie je obecn\u011b pot\u0159ebn\u00e1 k orientaci v jak\u00e9koliv problematice. Ne, nevyhneme se tomu.<\/p>\n

C\u00edlov\u00e1 skupina<\/h3>\n

C\u00edlov\u00e1 skupina je soubor lid\u00ed, na kter\u00e9 je c\u00edlena reklamn\u00ed kampa\u0148<\/strong>. C\u00edlov\u00e9 skupiny jsou vytv\u00e1\u0159eny segmentac\u00ed populace a li\u0161\u00ed demografick\u00fdmi parametry.<\/p>\n

Rating<\/h3>\n

Rating je pojem ozna\u010duj\u00edc\u00ed<\/p>\n

sledovanost<\/strong> spotu nebo po\u0159adu v dan\u00e9 c\u00edlov\u00e9 skupin\u011b. Ud\u00e1v\u00e1 se v procentech. Chceme-li zjistit jak\u00fd m\u011bl dan\u00fd po\u0159ad rating, mus\u00edme vyd\u011blit po\u010det div\u00e1k\u016f z c\u00edlov\u00e9 skupiny, kte\u0159\u00ed spot nebo po\u0159ad vid\u011bli, celkov\u00fdm po\u010dtem div\u00e1k\u016f v c\u00edlov\u00e9 skupin\u011b a vyn\u00e1sobit stem.<\/p>\n

GRP (Gross Rating Point)<\/h3>\n

GRP je hlavn\u00edm ukazatelem s\u00edly kampan\u011b. GRP<\/strong> je sou\u010dtem rating\u016f jednotliv\u00fdch kampan\u00ed, jde o tzv. kumulovanou sledovanost v\u0161ech spot\u016f v kampani. GRP v jednotliv\u00fdch m\u00e9di\u00edch nelze s\u010d\u00edtat, nelez s\u010d\u00edtat ani GRP r\u016fzn\u00fdch c\u00edlov\u00fdch skupin. GRP slou\u017e\u00ed jako „m\u011bna“ p\u0159i n\u00e1kupu reklamn\u00edch kampan\u00ed. Ud\u00e1v\u00e1 se v bodech.<\/p>\n

TRP (Target Rating point)<\/h3>\n

TRP<\/strong> jsou tak\u00e9 sou\u010dtem sledovanosti v\u0161ech reklamn\u00edch spot\u016f v kampani, rozd\u00edl je v c\u00edlov\u00e9 skupin\u011b. P\u0159i pl\u00e1nov\u00e1n\u00ed TV kampan\u00ed bereme v potaz v\u017edy dv\u011b c\u00edlov\u00e9 skupiny<\/strong>. N\u00e1kupn\u00ed a klientovu. Sou\u010det sledovanost\u00ed (rating\u016f) n\u00e1kupn\u00ed c\u00edlovou skupinou je ozna\u010dov\u00e1na jako GRP, TRP jsou tedy \u010d\u00edslem vyjad\u0159uj\u00edc\u00ed to sam\u00e9, ale pro c\u00edlovou skupinu klienta.<\/p>\n

Reach<\/h3>\n

Z\u00e1sah v c\u00edlov\u00e9 skupin\u011b minim\u00e1ln\u011b jedn\u00edm reklamn\u00edm sd\u011blen\u00edm. Ud\u00e1v\u00e1 se v procentech.<\/p>\n

Afinita<\/strong><\/h3>\n

Indexov\u00e1 veli\u010dina, kter\u00e1 vyjad\u0159uje pom\u011br z\u00e1sahu v c\u00edlov\u00e9 skupin\u011b klienta oproti n\u00e1kupn\u00ed c\u00edlov\u00e9 skupin\u011b (p\u0159\u00edpadn\u011b populace, jej\u00ed\u017e velikost se m\u016f\u017ee li\u0161it v z\u00e1vislosti na konkr\u00e9tn\u00edm v\u00fdzkumu, z jeho\u017e dat je sledovanost, poslechovost \u010di n\u00e1v\u0161t\u011bvnost apod. analyzov\u00e1na).<\/p>\n

Daypart<\/h3>\n

Vys\u00edlac\u00ed \u010das televize je t\u00e9m\u011b\u0159 v\u017edy rozd\u011blen mezi jednotliv\u00e9 „\u010d\u00e1sti dne“<\/strong>. Ty by se od sebe m\u011bly principi\u00e1ln\u011b li\u0161it sledovanost\u00ed, v\u017edy se v\u0161ak li\u0161\u00ed cenou za spot nebo maj\u00ed rozd\u00edln\u00e9 CPP.<\/p>\n

Prime Time vs. Off Prime Time (PT vs. OPT)<\/h3>\n

Prime Time je hlavn\u00edm vys\u00edlac\u00edm \u010dasem, kter\u00fd na hlavn\u00edch TV (\u010cT jej nevyu\u017e\u00edv\u00e1), kter\u00e9 toto d\u011blen\u00ed vyu\u017e\u00edvaj\u00ed, za\u010d\u00edn\u00e1 v 18:00 a kon\u010d\u00ed ve 23:00. Off Prime Time je vedlej\u0161\u00edm \u010dasem vypl\u0148uj\u00edc\u00ed zbytek televizn\u00edho dne.<\/p>\n

CPP (Cost per Point)<\/h3>\n

Cena za jeden ratingov\u00fd bod (GRP). Jde o z\u00e1kladn\u00ed n\u00e1kupn\u00ed cenu u televizn\u00ed reklamy<\/strong>, kter\u00e1 vyjad\u0159uje cenu za z\u00e1sah 1% c\u00edlov\u00e9 skupiny.
\n[ad#square]<\/p>\n

CPT (Cost per Thousand)<\/h3>\n

Cena za tis\u00edc zobrazen\u00ed reklamy<\/strong>. Vyu\u017e\u00edv\u00e1 se p\u0159edev\u0161\u00edm na internetu, slou\u017e\u00ed jako m\u011b\u0159\u00edtko pro srovn\u00e1n\u00ed konkr\u00e9tn\u00edch web\u016f a pozic\u00ed.<\/p>\n

CTR (Click through Rate, Click Rate, M\u00edra prokliku)<\/h3>\n

Pom\u011br proklik\u016f v\u016f\u010di zobrazen\u00ed (impression) v internetov\u00e9 kampani. U PPC kampan\u00ed<\/strong> jde o jeden z hlavn\u00edch ukazatel\u016f v\u00fdkonu.<\/p>\n

CPA (Cost per Action)<\/h3>\n

Cena za u\u017eivatelem vykonanou „akci“ v internetov\u00e9 reklam\u011b<\/strong>. Akc\u00ed je my\u0161lena jak\u00e1koliv p\u0159edem definovan\u00e1 aktivita u\u017eivatele po prokliku na c\u00edlovou str\u00e1nku (landing page). M\u016f\u017ee j\u00edt o objedn\u00e1vku, vypln\u011bn\u00ed formul\u00e1\u0159e, registraci \u00fa\u010dtu nebo odb\u011bru RSS.<\/p>\n

ATS (Average Time Spent)<\/h3>\n

Pr\u016fm\u011brn\u00e1 doba str\u00e1ven\u00e1 konzumac\u00ed konkr\u00e9tn\u00edho m\u00e9dia (TV, Internet, …)<\/p>\n

Gross Cost<\/h3>\n

Z\u00e1kladn\u00ed cen\u00edkov\u00e1 cena p\u0159ed ode\u010dtem slev, agenturn\u00ed provize (nej\u010dast\u011bji 15%) a p\u0159ed zapo\u010d\u00edt\u00e1n\u00edm agenturn\u00edho honor\u00e1\u0159e (fee). Jde o cenu, kter\u00e1 vyu\u017e\u00edv\u00e1 p\u0159i konkuren\u010dn\u00edch anal\u00fdz\u00e1ch<\/strong>.<\/p>\n

Net Cost<\/h3>\n

Z\u00e1kladn\u00ed medi\u00e1ln\u00ed cena, cena po ode\u010dtu slev.<\/p>\n

Net Net Cost<\/h3>\n

Cena Net Cost po ode\u010dten\u00ed agenturn\u00ed provize (nej\u010dast\u011bji 15%). Jde o cenu, ze kter\u00e9 jsou (v\u011bt\u0161inou) po\u010d\u00edt\u00e1ny medi\u00e1ln\u00ed bonusy<\/strong>.<\/p>\n

Client Cost (=Client Net)<\/h3>\n

Cena Net Net po p\u0159i\u010dten\u00ed agenturn\u00edho honor\u00e1\u0159e (fee = fee\u010dko).<\/p>\n

T\u00edmto v\u00fd\u010dtem jsem prozat\u00edm skon\u010dil. Douf\u00e1m, \u017ee V\u00e1m pom\u016f\u017ee p\u0159i orientaci v t\u00e9matech zam\u011b\u0159en\u00e9 nejenom na medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed<\/strong>, ale i v dal\u0161\u00edch \u010dl\u00e1nc\u00edch o internetu, reklam\u011b a m\u00e9di\u00edch.<\/p>\n

[ad#odkaz_lista]<\/p>\n

Dal\u0161\u00ed souvisej\u00edc\u00ed \u010dl\u00e1nky:<\/h3>\n

Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed 1: Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed se p\u0159edstavuje<\/a><\/p>\n

Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed 2: Medi\u00e1ln\u00ed agentura<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ve t\u0159et\u00edm d\u00edle seri\u00e1lu projdeme nutn\u00fdm zlem – medi\u00e1ln\u00ed terminologi\u00ed. Terminologie je obecn\u011b pot\u0159ebn\u00e1 k orientaci v jak\u00e9koliv problematice. Ne, nevyhneme se tomu. C\u00edlov\u00e1 skupina C\u00edlov\u00e1 skupina je soubor lid\u00ed, na kter\u00e9 je c\u00edlena reklamn\u00ed kampa\u0148. C\u00edlov\u00e9 skupiny jsou vytv\u00e1\u0159eny segmentac\u00ed populace a li\u0161\u00ed demografick\u00fdmi parametry. Rating Rating je pojem ozna\u010duj\u00edc\u00ed<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[26],"tags":[709,569],"yoast_head":"\nMedi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed 3: Z\u00e1kladn\u00ed medi\u00e1ln\u00ed pojmy - Honza P\u00e1v<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/honzapav.cz\/marketing-reklama\/medialni-planovani-3-zakladni-medialni-pojmy\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed 3: Z\u00e1kladn\u00ed medi\u00e1ln\u00ed pojmy - Honza P\u00e1v\" \/>\n<meta property=\"og:description\" content=\"Ve t\u0159et\u00edm d\u00edle seri\u00e1lu projdeme nutn\u00fdm zlem – medi\u00e1ln\u00ed terminologi\u00ed. Terminologie je obecn\u011b pot\u0159ebn\u00e1 k orientaci v jak\u00e9koliv problematice. Ne, nevyhneme se tomu. C\u00edlov\u00e1 skupina C\u00edlov\u00e1 skupina je soubor lid\u00ed, na kter\u00e9 je c\u00edlena reklamn\u00ed kampa\u0148. C\u00edlov\u00e9 skupiny jsou vytv\u00e1\u0159eny segmentac\u00ed populace a li\u0161\u00ed demografick\u00fdmi parametry. 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Terminologie je obecn\u011b pot\u0159ebn\u00e1 k orientaci v jak\u00e9koliv problematice. Ne, nevyhneme se tomu. C\u00edlov\u00e1 skupina C\u00edlov\u00e1 skupina je soubor lid\u00ed, na kter\u00e9 je c\u00edlena reklamn\u00ed kampa\u0148. C\u00edlov\u00e9 skupiny jsou vytv\u00e1\u0159eny segmentac\u00ed populace a li\u0161\u00ed demografick\u00fdmi parametry. 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