BRANDS ARE NOT FULLY MEETING CONSUMERS’ DESIRE TO BE FANS

28. 7. 2024 | 3 min read Fans would be, but brands are not exploiting the potential enough, according to research by APRA and NMS.

RITUALS HELP BRANDS STRENGTHEN THEIR RELATIONSHIP WITH CONSUMERS

22. 7. 2024 | 3 min read Brands that manage to incorporate a ritual into their products and services are able to establish a closer emotional relationship with consumers.

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 | 6 min read With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

HUSAK’S CHILDREN ARE GETTING OLD. MARKETERS MUST PREPARE FOR THE “NEW” SENIORS

17. 7. 2024 | 5 min read Today's sixty-somethings behave like consumers two to three decades ago at the age of 45, writes Oldřich Vávra of the Prague University of Economics.

ADVERTISING THE FUTURE? IT’S A BOX NO ONE CAN SEE INTO, SAYS JOSEF HAVELKA

17. 7. 2024 | 13 min read When we think of the advertising of the future, we might think of the famous scene from the movie Minority Report, where John Anderton, played by Tom Cruise, walks through a department store trapped in a tangle of marketing messages that, after scanning his retina, offer him tailored advertising.

FOCUS ON MARKETING EFFECTIVENESS DECLINES, ACCORDING TO NEW STUDY

17. 6. 2024 | 3 min read The recent "Language of Effectiveness 2024" survey by Marketing Week and Kantar reveals a significant change in companies' focus on marketing effectiveness.

COMMUNICATION SUMMIT: WHY IS POSITIVE COMMUNICATION GOOD?

11. 6. 2024 | 8 min read How to engage consumers with advertising messages or TV viewers with science news? That's what this year's Communication Summit conference answered.

LGBTQIA+ COMMUNITY SUPPORTS BRANDS THAT SUPPORT THEM

2. 6. 2024 | 3 min read The LGBTQIA+ community is under legislative pressure across the US. A Horowitz study shows why brands should support them. Horowitz Research has released pretty strong consumer information showing that brands that support the LGBTQIA+ community do see a solid payoff.

GENERATION Z IS INSPIRED TO TRAVEL BY SOCIAL MEDIA

23. 5. 2024 | 6 min read Spontaneity, variety and a lively programme day and night are what young travellers expect from travel. How do Czech travel agencies reach them?

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 | 11 min read Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.

AKA: NET INVESTMENT IN ADVERTISING TO GROW BY 8% THIS YEAR, UP FROM 12% LAST YEAR

6. 5. 2024 | 6 min read The Association of Communication Agencies (AKA) and the Association of Media Agencies (ASMEA), in cooperation with ResSolution Group, publish an estimate of the development of net marketing investments on the Czech market.

OMNICONNECT: ATTENTION IS THE NEW CURRENCY OF COMMUNICATION

26. 4. 2024 | 7 min read In marketing, advertising and PR, attention has become the new currency. How to get attention, keep it and how to work with it was the subject of the OmniConnect 2024 conference.

CZECHS HARDLY KNOW ESG, BUT EXPECT RESPONSIBLE BEHAVIOUR FROM COMPANIES

17. 4. 2024 | 4 min read Only 4% of Czechs know what the acronym ESG stands for. But two thirds consider themselves sustainable or ethical consumers.

STUDY UK: WHAT BRITS WANT FROM BRANDS: GOOD DEALS AND REWARDS

9. 4. 2024 | 2 min read There has been a sharp rise in the proportion of consumers who feel that being rewarded for loyalty is an important way for brands to help support society during difficult economic times.

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024 | 3 min read A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators.

ADVERTISING’S AI REVOLUTION IS COMING – AND ITS ROLE IN MEDIA MAY BE DIFFERENT THAN YOU THINK

12. 3. 2024 | 5 min read It seems inevitable that artificial intelligence will transform advertising. But it’s not just going to be about chatbots writing taglines or algorithms tailoring creative on the fly. Instead, the biggest impact will be quieter, more fundamental, and far-reaching: a dramatic shift in the supply curve for quality reach, because, as most people in marketing focus on AI’s effects on advertising content, it also has the ability to up-end video content creation across the board.

DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK

9. 3. 2024 | 4 min read Celebrities and product advertising have been matched together since the ancient days of marketing. Authenticity wasn’t a big concern back in the day—it was just the way things were done, and often with great results. Whether it was the endorsement or the sheer visibility that moved the needle is a discussion for another day, but a large part of the ad industry is still built around this pairing, although with diminishing impact on an integrity-starved digital culture.

TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024 | 8 min read The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.