{"id":239,"date":"2022-10-14T11:19:00","date_gmt":"2022-10-14T09:19:00","guid":{"rendered":"\/?p=239"},"modified":"2025-06-17T22:19:01","modified_gmt":"2025-06-17T20:19:01","slug":"29-kde-stojite-na-reklamach","status":"publish","type":"post","link":"\/cs\/blog\/29-kde-stojite-na-reklamach.html","title":{"rendered":"Reklamn\u00ed vs. redak\u010dn\u00ed vs. sponzorovan\u00fd obsah: kl\u00ed\u010dov\u00e9 body rozd\u00edlu"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\"><strong>Advertorial vs. editorial<\/strong>. Zva\u017eov\u00e1n\u00ed, kter\u00fd typ opovr\u017eliv\u00e9ho marketingu pou\u017e\u00edt mezi redak\u010dn\u00edm a reklamn\u00edm a sponzorovan\u00fdm, m\u016f\u017ee b\u00fdt slo\u017eitou volbou a m\u016f\u017ee p\u016fsobit jako \u0161ed\u00e1 z\u00f3na, zejm\u00e9na pokud jste ve sv\u011bt\u011b PR a marketingu nov\u00e1\u010dkem. Ka\u017ed\u00e1 z t\u011bchto metod m\u016f\u017ee b\u00fdt p\u0159i spr\u00e1vn\u00e9m pou\u017eit\u00ed skv\u011bl\u00fdm marketingov\u00fdm n\u00e1strojem pro jakoukoli spole\u010dnost z oblasti kr\u00e1sy, estetiky nebo wellness. Jako majitel zna\u010dky nebo firmy je d\u016fle\u017eit\u00e9 um\u011bt rozli\u0161ovat mezi editorialy, advertorialy a sponzoringem, abyste v\u011bd\u011bli, co m\u016f\u017eete o\u010dek\u00e1vat, kdy\u017e do n\u011bkter\u00e9 z nich investujete \u00fasil\u00ed a pen\u00edze pro svou firmu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak\u00fd je rozd\u00edl mezi redak\u010dn\u00edmi, sponzorovan\u00fdmi a reklamn\u00edmi \u010dl\u00e1nky? Jak si vybrat tu nejlep\u0161\u00ed variantu? V tomto \u010dl\u00e1nku se dozv\u00edte v\u0161e pot\u0159ebn\u00e9 pro spr\u00e1vnou volbu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejprve si definujme, co jsou to reklamn\u00ed, redak\u010dn\u00ed a sponzorovan\u00e9 \u010dl\u00e1nky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Definice advertorialu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advertorial je placen\u00e9 m\u00e9dium, tak\u017ee firma, kter\u00e1 reklamu \u0161\u00ed\u0159\u00ed, plat\u00ed za prostor a (v rozumn\u00fdch mez\u00edch) p\u0159esn\u011b diktuje jej\u00ed obsah.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><p>Inzer\u00e1t se kupuje prost\u0159ednictv\u00edm inzertn\u00edho odd\u011blen\u00ed jako placen\u00e9 m\u00edsto v ti\u0161t\u011bn\u00e9 nebo digit\u00e1ln\u00ed publikaci. Obsah je obvykle \u0159\u00edzen zna\u010dkou s ur\u010dit\u00fdmi redak\u010dn\u00edmi koment\u00e1\u0159i a m\u016f\u017ee b\u00fdt naps\u00e1n zam\u011bstnanci m\u00e9dia. Advertorialy maj\u00ed v\u00fdrazn\u00e9 ozna\u010den\u00ed, aby se pocitov\u011b odli\u0161ovaly od zbytku novin a informovaly \u010dten\u00e1\u0159e, \u017ee se jedn\u00e1 o reklamu. N\u011bkter\u00e1 m\u00e9dia v\u0161ak mohou v\u011brn\u011b napodobovat vzhled redak\u010dn\u00edho \u010dl\u00e1nku, aby reklamn\u00ed obsah &#8222;zapadl&#8220; <\/p>.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Od PRNEWS.io si m\u016f\u017eete objednat&nbsp;<a href=\"https:\/\/prnews.io\/sites\/\">reklamn\u00ed slu\u017eby<\/a>&nbsp;<\/pre>\n\n\n\n<h3 class=\"wp-block-heading\">Advertorial vs. Editorial vs. Sponzorovan\u00fd obsah:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Financov\u00e1n\u00ed: Zna\u010dka plat\u00ed za um\u00edst\u011bn\u00ed p\u0159\u00edmo reklamn\u00edmu odd\u011blen\u00ed m\u00e9dia.<\/li>\n\n\n\n<li>Vizu\u00e1ln\u00ed prezentace: Vypad\u00e1 jako reklama. Je um\u00edst\u011bna odd\u011blen\u011b od \u010dl\u00e1nk\u016f a redak\u010dn\u00edho obsahu publikace.<\/li>\n\n\n\n<li>Kredibilita: Neproch\u00e1z\u00ed novin\u00e1\u0159sk\u00fdm procesem prov\u011b\u0159ov\u00e1n\u00ed, kter\u00fdm mus\u00ed proj\u00edt redak\u010dn\u00ed obsah.<\/li>\n\n\n\n<li>Autor\/byline: Autor reklamn\u00edho obsahu je jasn\u011b identifikov\u00e1n jako zna\u010dka nebo jej\u00ed mluv\u010d\u00ed.<\/li>\n\n\n\n<li>Kreativn\u00ed kontrola: V\u00fdvoj a kone\u010dn\u00fd dohled nad obsahem si ponech\u00e1v\u00e1 spole\u010dnost.<\/li>\n\n\n\n<li>Imagie: M\u016f\u017ee se jednat o propaga\u010dn\u00ed obr\u00e1zek, nap\u0159\u00edklad zna\u010dkovou fotografii nebo produktov\u00fd sn\u00edmek.<\/li>\n\n\n\n<li>Pr\u00e1vn\u00ed prohl\u00e1\u0161en\u00ed o vylou\u010den\u00ed odpov\u011bdnosti: Inzer\u00e1ty mohou obsahovat symboly autorsk\u00fdch pr\u00e1v a ochrann\u00fdch zn\u00e1mek, pozn\u00e1mky pod \u010darou, odkazy a pr\u00e1vn\u00ed prohl\u00e1\u0161en\u00ed o vylou\u010den\u00ed odpov\u011bdnosti.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link has-text-color has-background wp-element-button\" href=\"https:\/\/prnews.io\/service\/press-release-copywriting\/\" style=\"border-radius:11px;color:#7b091b;background-color:#ffcd81\">Objedn\u00e1vka slu\u017eby psan\u00ed tiskov\u00fdch zpr\u00e1v<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">P\u0159\u00edklady pro u\u010ditele<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dobr\u00e9 advertorialy se soust\u0159ed\u00ed na v\u00fdhody, ne na vlastnosti. Market\u00e9\u0159i by m\u011bli apelovat na lidsk\u00e9 pot\u0159eby a dopady, kter\u00e9 se skr\u00fdvaj\u00ed za produktem, m\u00edsto toho, aby od\u0159\u00edk\u00e1vali v\u00fdtahovou v\u011btu.<\/p>\n\n\n\n<obr\u00e1zek class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"687\" src=\"\/blog\/wp-content\/uploads\/2022\/10\/image1-1024x687.png\" alt=\"\" class=\"wp-image-6954\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/10\/image1-1024x687.png 1024w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image1-300x201.png 300w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image1-150x101.png 150w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image1-768x515.png 768w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image1-480x322.png 480w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image1.png 1026w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Editorsk\u00e1 definice<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Redakce je zdarma. Redak\u010dn\u00ed obsah je jak\u00fdkoli obsah, kter\u00fd je vytvo\u0159en za \u00fa\u010delem informov\u00e1n\u00ed, vzd\u011bl\u00e1v\u00e1n\u00ed nebo z\u00e1bavy. Vypr\u00e1v\u00ed \u010dten\u00e1\u0159\u016fm o n\u011bjak\u00e9m t\u00e9matu nebo jim n\u011bco vysv\u011btluje. C\u00edlem <a href=\"https:\/\/upcity.com\/experts\/small-business-editorial-guidelines\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">redak\u010dn\u00edho obsahu<\/a> je poskytnout \u010dten\u00e1\u0159i hodnotu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Redak\u010dn\u00ed \u010dl\u00e1nek m\u00e1 \u010dasto v\u011bt\u0161\u00ed d\u016fv\u011bryhodnost a spolehlivost, proto\u017ee pro\u0161el novin\u00e1\u0159sk\u00fdmi procesy prov\u011b\u0159ov\u00e1n\u00ed a je navr\u017een tak, aby vzbudil skute\u010dn\u00fd z\u00e1jem. Z\u00e1kladn\u00edm sd\u011blen\u00edm je, \u017ee se jedn\u00e1 o d\u016fv\u011bryhodn\u00e9 informace podpo\u0159en\u00e9 publikac\u00ed. Nen\u00ed vytvo\u0159ena za \u00fa\u010delem prodeje. Nen\u00ed vytvo\u0159ena za \u00fa\u010delem dosa\u017een\u00ed konverz\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je vytvo\u0159en tak, aby prok\u00e1zal va\u0161e znalosti, odbornost a autoritu v dan\u00e9 oblasti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento druh obsahu v\u00e1m samoz\u0159ejm\u011b m\u016f\u017ee nep\u0159\u00edmo vyd\u011bl\u00e1vat pen\u00edze. Nen\u00ed to v\u0161ak prvo\u0159ad\u00fd c\u00edl.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e1v\u00e1te \u010dten\u00e1\u0159\u016fm informace, kter\u00e9 mohou vyu\u017e\u00edt, \u010d\u00edm\u017e si z\u00edsk\u00e1v\u00e1te jejich d\u016fv\u011bru. Z dlouhodob\u00e9ho hlediska v\u00e1m to p\u0159inese v\u00edce prodej\u016f a konverz\u00ed ne\u017e p\u0159\u00edm\u00fd prodej.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Editorial vs. Advertorial vs. Sponzorovan\u00fd obsah:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Financov\u00e1n\u00ed: Je zdarma. M\u00e9dium nedost\u00e1v\u00e1 za zve\u0159ejn\u011bn\u00ed redak\u010dn\u00edho \u010dl\u00e1nku \u017e\u00e1dn\u00e9 platby. Proto mus\u00ed \u010dten\u00e1\u0159\u016fm poskytovat skute\u010dnou hodnotu, aby mohl b\u00fdt zve\u0159ejn\u011bn.<\/li>\n\n\n\n<li>Vizu\u00e1ln\u00ed prezentace: Vypad\u00e1 jako b\u011b\u017en\u00e9 p\u0159\u00edsp\u011bvky a redak\u010dn\u00ed obsah publikace.<\/li>\n\n\n\n<li>D\u016fv\u011bryhodnost: Je navr\u017een redak\u010dn\u00edm t\u00fdmem publikace &#8211; po p\u0159\u00edpadn\u00e9m v\u00fdzkumu a prov\u011b\u0159en\u00ed, kter\u00e9 m\u016f\u017ee pou\u017e\u00edt, co\u017e \u010din\u00ed obsah pro \u010dten\u00e1\u0159e d\u016fv\u011bryhodn\u011bj\u0161\u00edm a spolehliv\u011bj\u0161\u00edm.<\/li>\n\n\n\n<li>Autor\/byline: Autor m\u016f\u017ee b\u00fdt ozna\u010den jako novin\u00e1\u0159 nebo redaktor najat\u00fd m\u00e9diem. M\u016f\u017ee j\u00edm b\u00fdt tak\u00e9 redakce medi\u00e1ln\u00ed publikace nebo informa\u010dn\u00ed slu\u017eba.<\/li>\n\n\n\n<li>Tv\u016fr\u010d\u00ed \u0159\u00edzen\u00ed: V\u00fdvoj a kone\u010dnou kontrolu obsahu prov\u00e1d\u00ed redak\u010dn\u00ed t\u00fdm medi\u00e1ln\u00edho v\u00fdstupu.<\/li>\n\n\n\n<li>Imagie: <li>V\u00fdstupn\u00ed informace jsou v souladu s pravidly pro tvorbu m\u00e9di\u00ed: Jak\u00fdkoli doprovodn\u00fd obr\u00e1zek mus\u00ed odpov\u00eddat t\u00e9matu a nesm\u00ed b\u00fdt zna\u010dkov\u00fd. Nejl\u00e9pe se hod\u00ed lifestylov\u00e1 fotografie.<\/li>\n\n\n\n<li>Pr\u00e1vn\u00ed prohl\u00e1\u0161en\u00ed o vylou\u010den\u00ed odpov\u011bdnosti: Dodr\u017eujte form\u00e1t a styl \u010dl\u00e1nku. Nejsou povoleny \u017e\u00e1dn\u00e9 pozn\u00e1mky pod \u010darou, odkazy, z\u0159eknut\u00ed se odpov\u011bdnosti ani symboly autorsk\u00fdch pr\u00e1v\/obchodn\u00edch zna\u010dek.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">P\u0159\u00edklady pro redakci<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"622\" height=\"480\" src=\"\/blog\/wp-content\/uploads\/2016\/02\/image2.png\" alt=\"P\u0159\u00edklady redak\u010dn\u00edho obsahu\" class=\"wp-image-6955\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2016\/02\/image2.png 622w, \/cs\/blog\/wp-content\/uploads\/2016\/02\/image2-300x232.png 300w, \/cs\/blog\/wp-content\/uploads\/2016\/02\/image2-150x116.png 150w, \/cs\/blog\/wp-content\/uploads\/2016\/02\/image2-480x370.png 480w\" sizes=\"(max-width: 622px) 100vw, 622px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Definice sponzorovan\u00e9ho obsahu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8222;Propagovan\u00fd&#8220;, &#8222;Placen\u00fd p\u0159\u00edsp\u011bvek&#8220;, &#8222;Prezentovan\u00fd&#8220;, &#8222;Sponzorovan\u00fd&#8220;, &#8222;Partnersk\u00fd&#8220;, &#8222;P\u0159idru\u017een\u00fd&#8220;&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pamatujete si to? Tyto fr\u00e1ze jsou indik\u00e1tory sponzorovan\u00e9ho obsahu. Znamen\u00e1 to, \u017ee spole\u010dnost vynalo\u017eila ur\u010dit\u00e9 \u00fasil\u00ed a rozpo\u010det, aby v\u00e1m uk\u00e1zala sv\u016fj obsah.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sponzorovan\u00fd obsah je forma reklamy vyd\u00e1van\u00e1 vydavateli nebo influencery soci\u00e1ln\u00edch m\u00e9di\u00ed ve form\u00e1tu a kvalit\u011b, kter\u00fdmi jsou zn\u00e1m\u00ed, a\u0165 u\u017e jde o \u010dl\u00e1nky, fotografie, videa nebo jin\u00e1 proveden\u00ed. Zna\u010dky tento obsah spoluvytv\u00e1\u0159ej\u00ed, aby vyvolaly konverzaci kolem sv\u00e9 kategorie produkt\u016f nebo dokonce sv\u00e9ho produktu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To znamen\u00e1, \u017ee sponzorovan\u00fd obsah je reklama, kter\u00e1 vypad\u00e1, jako by tam m\u011bla b\u00fdt. D\u00e1v\u00e1 pocit p\u0159irozen\u00e9ho obsahu pro danou platformu m\u00edsto vt\u00edrav\u00e9 reklamy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sponzorovan\u00fd obsah je jednoduch\u00fd, ale \u00fa\u010dinn\u00fd zp\u016fsob, jak poslat sv\u00e9 propaga\u010dn\u00ed sd\u011blen\u00ed nov\u00e9mu publiku.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sponzorovan\u00fd vs. redak\u010dn\u00ed vs. reklamn\u00ed obsah:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Financov\u00e1n\u00ed: Platba za um\u00edst\u011bn\u00ed se rovn\u011b\u017e prov\u00e1d\u00ed p\u0159\u00edmo m\u00e9diu nebo marketingov\u00e9 agentu\u0159e.<\/li>\n\n\n\n<li>Vizu\u00e1ln\u00ed prezentace: Nevypad\u00e1 jako reklama; sponzorovan\u00e9 informace jsou sou\u010d\u00e1st\u00ed p\u0159\u00edsp\u011bvk\u016f a redak\u010dn\u00edho obsahu.<\/li>\n\n\n\n<li>Kredibilita: M\u016f\u017ee proj\u00edt novin\u00e1\u0159sk\u00fdm procesem prov\u011b\u0159ov\u00e1n\u00ed, kter\u00fdm mus\u00ed proj\u00edt redak\u010dn\u00ed obsah.<\/li>\n\n\n\n<li>Autor\/byline: Autor \u010dl\u00e1nku nen\u00ed identifikov\u00e1n jako zna\u010dka nebo jej\u00ed z\u00e1stupce.<\/li>\n\n\n\n<li>Tv\u016fr\u010d\u00ed kontrola: V\u00fdvoj a kone\u010dnou kontrolu nad obsahem si m\u00e9dium neponech\u00e1v\u00e1.<\/li>\n\n\n\n<li>Imagie: M\u016f\u017ee se jednat o propaga\u010dn\u00ed obr\u00e1zek, nap\u0159\u00edklad zna\u010dkovou fotografii nebo produktov\u00fd sn\u00edmek.<\/li>\n\n\n\n<li>Pr\u00e1vn\u00ed prohl\u00e1\u0161en\u00ed o vylou\u010den\u00ed odpov\u011bdnosti: Mohou obsahovat pozn\u00e1mky pod \u010darou, odkazy a pr\u00e1vn\u00ed prohl\u00e1\u0161en\u00ed o vylou\u010den\u00ed odpov\u011bdnosti. Mohou tak\u00e9 obsahovat symboly autorsk\u00fdch pr\u00e1v a ochrann\u00fdch zn\u00e1mek.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Sponzorovan\u00fd obsah m\u016f\u017ee zv\u00fd\u0161it dosah va\u0161eho publika nevt\u00edrav\u00fdm zp\u016fsobem. Proto\u017ee navazuje na redak\u010dn\u00ed obsah, je pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee se do n\u011bj lid\u00e9 zapoj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To v\u00e1m m\u016f\u017ee pomoci:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/li>\n\n\n\n<li>Informujte sv\u00e9 publikum<\/li>\n\n\n\n<li>Z\u00edskejte d\u016fv\u011bru a d\u016fv\u011bryhodnost<\/li>\n\n\n\n<li>Zaveden\u00ed my\u0161lenkov\u00e9ho leadershipu<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud u\u017eivatel\u00e9 z\u00edskaj\u00ed z va\u0161eho obsahu hodnotu, budou pravd\u011bpodobn\u011b pokra\u010dovat ve spolupr\u00e1ci s va\u0161\u00ed firmou i v budoucnu a mo\u017en\u00e1 se dokonce stanou z\u00e1kazn\u00edky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sponzorovan\u00e9 p\u0159\u00edklady<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ve sponzorovan\u00fdch \u010dl\u00e1nc\u00edch obvykle najdete n\u00e1zvy zna\u010dek a adresy restaurac\u00ed, obchod\u016f apod. Celkov\u00e9 informace mohou b\u00fdt u\u017eite\u010dn\u00e9 a zaj\u00edmav\u00e9, ale rozhodn\u011b tam budou uvedeny zna\u010dky, firmy a slu\u017eby.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"631\" src=\"\/blog\/wp-content\/uploads\/2022\/10\/image3.png\" alt=\"\" class=\"wp-image-6956\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/10\/image3.png 1024w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image3-300x185.png 300w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image3-150x92.png 150w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image3-768x473.png 768w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/image3-480x296.png 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Kredit: <a href=\"https:\/\/www.buzzfeed.com\/shipt\/the-winner-of-the-holiday-cookie-showdown\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">BuzzFeed<\/a><br><br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159e\u010dt\u011bte si v\u00edce: <a href=\"https:\/\/prnews.io\/blog\/33-what-sponsored-content-is-and-what-it-isnt.html\">Co je sponzorovan\u00fd obsah? V\u0161e, co pot\u0159ebujete v\u011bd\u011bt<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- Shortcode [ctanew] does not exist --><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak m\u016f\u017eete vyu\u017e\u00edt redak\u010dn\u00ed p\u0159\u00edsp\u011bvky z placen\u00e9 reklamy?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Existuje n\u011bkolik zp\u016fsob\u016f, jak se m\u016f\u017eete pokusit vyu\u017e\u00edt redak\u010dn\u00ed p\u0159\u00edsp\u011bvky v publikaci, ve kter\u00e9 jste inzerovali, krom\u011b toho, \u017ee se prost\u011b zept\u00e1te v prvn\u00ed \u0159ad\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Tematick\u00e9 \u010dl\u00e1nky:&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i zah\u00e1jen\u00ed procesu n\u00e1kupu inzerce si vy\u017e\u00e1dejte redak\u010dn\u00ed kalend\u00e1\u0159 a zam\u011b\u0159te se na tematick\u00e9 publikace. M\u016f\u017ee to b\u00fdt letn\u00ed cestovatelsk\u00fd speci\u00e1l, podzimn\u00ed m\u00f3dn\u00ed vyd\u00e1n\u00ed nebo pr\u016fvodce v\u00e1no\u010dn\u00edmi d\u00e1rky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dobr\u00fd inzertn\u00ed prodejn\u00ed t\u00fdm o tom bude klienty informovat p\u0159i rezervaci inzerce, aby sladil inzertn\u00ed obsah s redak\u010dn\u00edm t\u00e9matem. Pokud nap\u0159\u00edklad po\u0159\u00e1d\u00e1te v\u00e1no\u010dn\u00ed veletrh d\u00e1rk\u016f a chcete inzerovat p\u0159ed touto akc\u00ed, bude ide\u00e1ln\u00ed vyd\u00e1n\u00ed zam\u011b\u0159en\u00e9 na v\u00e1no\u010dn\u00ed d\u00e1rky a na to, co koupit, samoz\u0159ejm\u011b za p\u0159edpokladu, \u017ee se \u010dasov\u011b shoduj\u00ed. Z\u00edsk\u00e1te tak ide\u00e1ln\u00ed p\u0159\u00edle\u017eitost p\u0159edv\u00e9st sv\u016fj v\u00fdrobek nebo slu\u017ebu v dob\u011b, kdy redakto\u0159i mohou hledat pr\u00e1v\u011b n\u011bco podobn\u00e9ho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Inzer\u00e1ty:&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I zde mohou advertorialy tvo\u0159it \u00fa\u010dinnou polo\u017eku va\u0161eho marketingov\u00e9ho pl\u00e1nu. Jak jsme vid\u011bli, advertorialy mohou b\u00fdt velmi u\u017eite\u010dn\u00e9 pro informov\u00e1n\u00ed \u010dten\u00e1\u0159\u016f o uveden\u00ed produktu na trh, ale lze je tak\u00e9 pou\u017e\u00edt k zaji\u0161t\u011bn\u00ed skute\u010dn\u00e9ho redak\u010dn\u00edho \u010dl\u00e1nku ve stejn\u00e9 nebo souvisej\u00edc\u00ed publikaci. Ujist\u011bte se, \u017ee se na to zept\u00e1te, a p\u0159i rezervaci advertorialu se dohodn\u011bte s obchodn\u00edm z\u00e1stupcem m\u00e9dia a dbejte na p\u0159\u00edpadn\u00e9 term\u00edny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Dal\u0161\u00ed kan\u00e1ly:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tradi\u010dn\u00ed ti\u0161t\u011bn\u00e1 m\u00e9dia a soci\u00e1ln\u00ed m\u00e9dia se natolik p\u0159ekr\u00fdvaj\u00ed, \u017ee nem\u016f\u017eeme mluvit o reklam\u011b a redakc\u00edch, ani\u017e bychom to \u0159ekli. Pokud propagujete v n\u011bjak\u00e9 publikaci, ujist\u011bte se, \u017ee se j\u00ed zept\u00e1te na mo\u017enost propojen\u00fdch p\u0159\u00edsp\u011bvk\u016f s va\u0161\u00edm obsahem a retweet\u016f na jejich kan\u00e1lech soci\u00e1ln\u00edch m\u00e9di\u00ed. To by v\u00e1m m\u011blo pomoci zajistit fantastickou propagaci a zv\u00fd\u0161it po\u010det sleduj\u00edc\u00edch na va\u0161ich vlastn\u00edch \u00fa\u010dtech.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Spot\u0159ebitel\u00e9 jsou dnes bombardov\u00e1ni r\u016fzn\u00fdm obsahem z r\u016fzn\u00fdch zdroj\u016f. Mnoho u\u017eivatel\u016f internetu proto reklamy na webov\u00fdch str\u00e1nk\u00e1ch ignoruje nebo si dokonce instaluje software, kter\u00fd je zcela blokuje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kombinace redak\u010dn\u00edho, reklamn\u00edho a sponzorovan\u00e9ho obsahu v\u00e1m pom\u016f\u017ee neinvazivn\u00edm zp\u016fsobem oslovit c\u00edlov\u00e9 publikum a dokonce zv\u00fd\u0161it d\u016fv\u011bryhodnost va\u0161\u00ed zna\u010dky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><style>\r\n#PRN-content-platform {\r\n    background-image: url(\"https:\/\/front-end.prnews.io\/resources\/dashboard\/way-to-success.svg\");\r\n    background-position: right bottom;\r\n    background-repeat: no-repeat;\r\n    background-size: 40%;\r\n}\r\n#PRN-content-platform-top {\r\n    background: #f9f9f9;\r\n    margin-top: 10px;\r\n    margin-bottom: 20px;\r\n    padding: 10px 10px 0px 10px;\r\n    border-color: #CCC;\r\n    border-style: solid;\r\n    border-width: 2px;\r\n}\r\n#PRN-content-platform-btn\r\n{\r\n    font-weight: 400;\r\n    text-shadow: none;\r\n    font-family: Lora;\r\n\r\n}\r\n    \r\n<\/style>\r\n\r\n<div style=\"\" id=\"PRN-content-platform-top\"> \r\n<div id=\"PRN-content-platform\"> <h2>Content Marketing Platform<\/h2>\r\n\r\n    <ul style=\"max-width: 62%px;\">\r\n        <li>100,000+ media publications;<\/li>\r\n        <li>get backlinks to your product;<\/li>\r\n        <li>scale work with content distribution.<\/li>\r\n    <\/ul>\r\n    <div class=\"is-layout-flex wp-block-buttons\">\r\n<div class=\"wp-block-button has-custom-font-size is-style-fill has-medium-font-size\" id=\"PRN-content-platform-btn\"><a href=\"https:\/\/prnews.io\/signup\/\" class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" style=\"border-radius:6px;background-color:#ef3b52;margin-left: 34px;margin-bottom:30px;font-size:14px;line-height: 120%;\" id=\"blog-cta-button\">Sign Up<\/a><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div><\/p>\n\n\n\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"title25\">\u010cast\u00e9 dotazy t\u00fdkaj\u00edc\u00ed se poradenstv\u00ed vs. redakce<\/h2>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Co je to advertorial?<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>An advertorial je placen\u00e1 reklama koncipovan\u00e1 jako b\u011b\u017en\u00fd \u010dl\u00e1nek, video nebo webov\u00e1 str\u00e1nka. Advertorial m\u016f\u017ee obsahovat u\u017eite\u010dn\u00e9 informace, ale jeho kone\u010dn\u00fdm c\u00edlem je propagace produktu. Advertorialy mohou vyvolat efektivn\u00ed zapojen\u00ed \u010dten\u00e1\u0159\u016f a mohou b\u00fdt \u00fa\u010dinn\u011bj\u0161\u00ed ne\u017e klasick\u00e9 b\u011b\u017en\u00e9 reklamy.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n \n <div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Jak napsat \u00favodn\u00edk?<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>\n<ul>\n<li>D\u016fkladn\u011b prozkoumejte sv\u00e9 t\u00e9ma. Ne\u017e za\u010dnete ps\u00e1t, ujist\u011bte se, \u017ee m\u00e1te o sv\u00e9m t\u00e9matu d\u016fkladn\u00e9 znalosti &#8211; zejm\u00e9na pokud se jedn\u00e1 o slo\u017eitou problematiku. <\/li>\n<li>Vyberte si tezi. Va\u0161e teze vytvo\u0159\u00ed z\u00e1klad va\u0161eho \u00favodn\u00edku. V\u011bnujte \u010das vytvo\u0159en\u00ed jasn\u00e9ho a stru\u010dn\u00e9ho prohl\u00e1\u0161en\u00ed, kter\u00e9 povede ke zbytku struktury va\u0161eho \u00favodn\u00edku.<\/li>\n<li> Podpo\u0159te svou tezi n\u011bkolika hlavn\u00edmi body. V z\u00e1vislosti na p\u0159edepsan\u00e9 d\u00e9lce \u010dl\u00e1nku si napl\u00e1nujte, \u017ee vyberete dva a\u017e \u010dty\u0159i hlavn\u00ed body, kter\u00fdmi podpo\u0159\u00edte svou tezi. Po\u010d\u00edtejte s t\u00edm, \u017ee ka\u017ed\u00e9mu z t\u011bchto bod\u016f v\u011bnujete jeden nebo dva odstavce.<\/li>\n<li> Uzn\u00e1vejte protiargumenty. M\u016f\u017eete p\u0159iznat body stranou nebo v\u011bnovat odstavec vyvracen\u00ed protiargument\u016f, ale je d\u016fle\u017eit\u00e9 zab\u00fdvat se alternativn\u00edmi n\u00e1zory, abyste podpo\u0159ili vlastn\u00ed argumentaci.<\/li>\n<li>Uzav\u0159ete jej v\u00fdzvou k akci nebo shrnut\u00edm sv\u00e9 hlavn\u00ed my\u0161lenky. Na konci \u00favodn\u00edku zam\u011b\u0159en\u00e9ho na chv\u00e1lu nebo neschv\u00e1len\u00ed se vra\u0165te ke sv\u00e9 tezi a spojte v\u0161echny my\u0161lenky, kter\u00e9 z\u016fstaly otev\u0159en\u00e9.<\/li>\n<li>Upravujte sv\u016fj \u010dl\u00e1nek, dokud nedos\u00e1hnete kone\u010dn\u00e9ho n\u00e1vrhu. P\u0159e\u010dt\u011bte si sv\u016fj n\u00e1vrh a odstra\u0148te zbyte\u010dn\u00e1 slova, stereotypy nebo v\u011bty, kter\u00e9 odv\u00e1d\u011bj\u00ed pozornost od hlavn\u00ed my\u0161lenky. Pot\u00e9 prove\u010fte redak\u010dn\u00ed korekturu, abyste odhalili gramatick\u00e9 chyby a p\u0159eklepy.<\/li><\/ul>\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n \n <div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Co je to advertorial?<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>An advertorial je placen\u00e1 reklama koncipovan\u00e1 jako b\u011b\u017en\u00fd \u010dl\u00e1nek, video nebo webov\u00e1 str\u00e1nka. Advertorial m\u016f\u017ee obsahovat u\u017eite\u010dn\u00e9 informace, ale jeho kone\u010dn\u00fdm c\u00edlem je propagace produktu. Advertorialy mohou vyvolat efektivn\u00ed zapojen\u00ed \u010dten\u00e1\u0159\u016f a mohou b\u00fdt \u00fa\u010dinn\u011bj\u0161\u00ed ne\u017e klasick\u00e9 b\u011b\u017en\u00e9 reklamy.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Ulo\u017eit na Pinterest<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tuto str\u00e1nku si m\u016f\u017eete ulo\u017eit na svou&nbsp;n\u00e1st\u011bnku Pinterest pro pozd\u011bj\u0161\u00ed pou\u017eit\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1500\" data-id=\"6972\" src=\"\/blog\/wp-content\/uploads\/2022\/10\/1.png\" alt=\"Redak\u010dn\u00ed vs. reklamn\u00ed vs. sponzorovan\u00fd obsah: kl\u00ed\u010dov\u00e9 body rozd\u00edlu.\" class=\"wp-image-6972\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/10\/1.png 1000w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/1-200x300.png 200w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/1-683x1024.png 683w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/1-100x150.png 100w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/1-768x1152.png 768w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/1-480x720.png 480w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1500\" data-id=\"6973\" src=\"\/blog\/wp-content\/uploads\/2022\/10\/2.png\" alt=\"Advertorial vs Editorial vs Sponzorovan\u00fd obsah:\" class=\"wp-image-6973\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/10\/2.png 1000w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/2-200x300.png 200w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/2-683x1024.png 683w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/2-100x150.png 100w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/2-768x1152.png 768w, \/cs\/blog\/wp-content\/uploads\/2022\/10\/2-480x720.png 480w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Advertorial vs. editorial. Zva\u017eov\u00e1n\u00ed, kter\u00fd typ opovr\u017eliv\u00e9ho marketingu pou\u017e\u00edt mezi redak\u010dn\u00edm a reklamn\u00edm a sponzorovan\u00fdm, m\u016f\u017ee b\u00fdt slo\u017eitou volbou a m\u016f\u017ee p\u016fsobit jako \u0161ed\u00e1 z\u00f3na, zejm\u00e9na pokud jste ve sv\u011bt\u011b PR a marketingu nov\u00e1\u010dkem. Ka\u017ed\u00e1 z t\u011bchto metod m\u016f\u017ee b\u00fdt p\u0159i spr\u00e1vn\u00e9m pou\u017eit\u00ed skv\u011bl\u00fdm marketingov\u00fdm n\u00e1strojem pro jakoukoli spole\u010dnost z oblasti kr\u00e1sy, estetiky nebo wellness. Jako majitel zna\u010dky nebo firmy je d\u016fle\u017eit\u00e9 um\u011bt rozli\u0161ovat mezi editorialy, advertorialy a sponzoringem, abyste v\u011bd\u011bli, co m\u016f\u017eete o\u010dek\u00e1vat, kdy\u017e do n\u011bkter\u00e9 z nich investujete \u00fasil\u00ed a pen\u00edze pro svou firmu. Jak\u00fd je rozd\u00edl mezi redak\u010dn\u00edmi, sponzorovan\u00fdmi a reklamn\u00edmi \u010dl\u00e1nky? Jak si vybrat tu nejlep\u0161\u00ed<\/p>\n","protected":false},"author":5,"featured_media":6967,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips"],"aioseo_notices":[],"_links":{"self":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/239","targetHints":{"allow":["GET"]}}],"collection":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/comments?post=239"}],"version-history":[{"count":19,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/239\/revisions"}],"predecessor-version":[{"id":12150,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/239\/revisions\/12150"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/6967"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=239"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=239"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}