TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022 In 1990s, TV advertising had to deal with the arrival of new video formats. It is no coincidence that new ads began to appear at the same time, building primarily on the growing popularity of digital technology. Unsurprisingly, they were dominated by the internet that was increasingly popular among users. Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer. First, it is not true. Second, TV has adjusted to the rapidly changing environment. So what is the position of classic TV advertising in the changing environment?

HOW DID THE WAR IN UKRAINE REWRITE THE RULES OF MARKETING NOT ONLY ON TV SCREENS? SOLIDARITY AND HELPING OUR NEIGHBOURS ARE AT THE FOREFRONT

24. 3. 2022 The military conflict in Ukraine has struck the whole world like a bolt from the blue and has significantly affected the daily lives of hundreds of millions of people. Firms across nearly all business areas have responded to the crisis through both small gestures and great deeds. Let us take a closer look at some of them. Time to rethink Russia started its invasion of Ukraine early in the morning on 24 February 2022. The region became in the spotlight of the global media practically in the blink of an eye, starting a marathon of news coverage that has unfortunately not ended until now. American CNN is certainly no exception, which is logical given its position of a news giant. However, on the very first day of the conflict, the broadcaster came in for criticism that did not relate to the coverage itself but to the fact that the broadcaster had not sufficiently revised its complementary activities. What was it all about?

TV ADVERTISING IN THE DAYS OF LONELINESS: HOW HAS THE GLOBAL PANDEMIC CHANGED OUR VIEW OF THE PRESENTATION OF OUR FAVOURITE BRANDS IN TWO YEARS?

1. 3. 2022 In March, we will celebrate a rather unpleasant anniversary. It has been two years since the first case of Covid-19 was identified in the Czech Republic and the pandemic broke out in full. Since then, many aspects of our lives have changed beyond recognition, which was reflected in the form of TV advertising. Its producers started absorbing new topics and brands wished to come up with more up-to-date messages. However, many of them paid dearly for it. But let us focus on those who have coped well with the challenging reality. Even in a time of pandemic, we have found out that that there is still room for creativity.

THE LOVERS’ HOLIDAY IN THE THRALL OF COMMERCE AND CLICHÉS? THE TV ADS THAT CONVINCED US THAT ST. VALENTINE’S DAY IS NOT LOST YET

8. 2. 2022 It is a tradition that 14 February of each year is dedicated to those in love. On the day when we commemorate St. Valentine, we also try to pay tribute to love - ideally, not only in the context of partner relationships. A frequent objection against St. Valentine’s Day celebrations is the excessive commercialisation of the holiday and more or less consumer character it has had for several decades. Ironically, marketers are often the ones demonstrating that it does not have to be that way. How do they succeed in passing on the messages of love and hope within the narratives of TV advertising? Everywhere you look St. Valentine’s Day is not only a holiday of lovers but also a mega-important item that should not be missing in the schedule of any proficient marketer. On that day, consumers are ready and willing to spend their savings. We may even say that after Christmas, it is the first opportunity of such a calibre. And the current pandemic-affected time changes nothing on this fact.

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022 What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind Christmas. Is there any way to differentiate effectively? There certainly is - just look at the phenomenon of new year's resolutions or the trend for massive discount promotions. But the new year in general has so much more to offer… How to get away from Christmas? New Year's ads have one specific problem, namely that they are largely overshadowed by Christmas, to which popular brands and consumers attach more relevance. Large retail chains, such as Walmart in the US, even combine Christmas and New Year's in their strategies - overall, these are marketing campaigns for the so-called holiday season. This simply means that the Christmas ethos is largely reflected in the period immediately following Christmas.

TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY

10. 12. 2021 What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity. Ad makers have been aware of that for decades. Some spots have even gained such a high reputation that they have become the triggers of Christmas spirit. Do you know the most ground-breaking ads? For hints, refer to an Anglo-American cookery book.

TV ADVERTISING CELEBRATES 80 YEARS THIS YEAR. THE FIRST AD APPEARED ON TV SCREENS IN 1941

10. 11. 2021 TV advertising has been with us for 80 years. Over that period, it has undergone a very turbulent development. The first attempts were more or less tentative and experimental as commercial messages were sort of sneaked into the scripts of tv announcers. The situation changed forever in 1941. Back then, the first ten commercial licences were issued and viewers could see the first authentic TVspot: a black-and-white map of the usa overlaid by a massive clock face. Can you guess the product to which the spot was intended to attract viewers’ interest?