{"id":1703,"date":"2020-04-14T14:42:44","date_gmt":"2020-04-14T12:42:44","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=1703"},"modified":"2020-04-21T10:37:30","modified_gmt":"2020-04-21T08:37:30","slug":"reklamni-letaky-ve-4-krocich","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/reklamni-letaky-ve-4-krocich\/","title":{"rendered":"Reklamn\u00ed let\u00e1ky \u2013 ve 4 kroc\u00edch"},"content":{"rendered":"\n

Reklamn\u00ed let\u00e1ky<\/a> jsou, byly a budou jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch reklamn\u00edch materi\u00e1l\u016f. Ale jen pod podm\u00ednkou, \u017ee v\u00edte, jak na to. Pokud chcete vytvo\u0159it kreativn\u00ed a efektivn\u00ed let\u00e1ky, p\u0159e\u010dt\u011bte si 4 tipy, kter\u00e9 v\u00e1s mohou inspirovat. P\u0159i navrhov\u00e1n\u00ed let\u00e1k\u016f si nejprve ur\u010dete c\u00edle<\/strong><\/p>\n\n\n\n\n\n\n\n

1. P\u0159i navrhov\u00e1n\u00ed let\u00e1k\u016f si nejprve ur\u010dete c\u00edle<\/h2>\n\n\n\n

Ne\u017e za\u010dnete tvo\u0159it reklamn\u00ed let\u00e1ky<\/a>, pe\u010dliv\u011b si promyslete konkr\u00e9tn\u00ed c\u00edle. Strategii propagovan\u00e9 firmy zcela jist\u011b ji\u017e m\u00e1te v mal\u00ed\u010dku. Nyn\u00ed je \u010das na strategii pl\u00e1novan\u00e9 reklamn\u00ed kampan\u011b. Nejd\u0159\u00edv si promyslete, komu<\/strong> je ur\u010deno va\u0161e sd\u011blen\u00ed a jak\u00e9ho c\u00edle chcete dos\u00e1hnout<\/strong>? A pr\u00e1v\u011b tyto ot\u00e1zky jsou opravdu z\u00e1sadn\u00ed a ano, stoj\u00ed za to je br\u00e1t opravdu v\u00e1\u017en\u011b. Pokuste se vytvo\u0159it personu, napsat, jak\u00e9 v\u00fdsledky o\u010dek\u00e1v\u00e1te (prodejn\u00ed\/imageov\u00e9), proto\u017ee teprve pot\u00e9 budete moci kampa\u0148 spr\u00e1vn\u011b v\u00e9st (a n\u00e1sledn\u011b zhodnotit jej\u00ed v\u00fdsledky). V\u0161echna sv\u00e1 zji\u0161t\u011bn\u00ed si rad\u011bji zapi\u0161te, proto\u017ee jak se \u0159\u00edk\u00e1 \u2013 c\u00edle, kter\u00e9 nebyly naps\u00e1ny, z\u016fstanou jen p\u0159\u00e1n\u00edm.<\/strong><\/p>\n\n\n\n

\"R\u016fzn\u00e9<\/figure>\n\n\n\n

2. Reklamn\u00ed let\u00e1ky \u2013 konkr\u00e9tn\u00ed v\u011bci, nikoliv intuice<\/h2>\n\n\n\n

Reklamn\u00ed guru David Ogilvy jednou vyj\u00e1d\u0159il kontroverzn\u00ed, ale velmi v\u00fdsti\u017en\u00fd n\u00e1zor. Ten \u0159\u00edkal, \u017ee slep\u00e9 prase n\u011bkdy najde lan\u00fd\u017ee, ale bylo by lep\u0161\u00ed, kdyby v\u011bd\u011blo, \u017ee je m\u00e1 hledat v dubov\u00e9m lese. <\/em><\/strong>Tento v\u00fdrok je d\u016fle\u017eit\u00fd, jeliko\u017e z\u0159eteln\u011b ukazuje, \u017ee z\u00e1rukou \u00fasp\u011bchu dobr\u00fdch kampan\u00ed, kter\u00e9 samoz\u0159ejm\u011b mohou vzniknout i n\u00e1hodou, je ve skute\u010dnosti konkr\u00e9tn\u00ed know-how. Vyplat\u00ed se sv\u011b\u0159it n\u00e1vrh let\u00e1ku zku\u0161en\u00e9mu odborn\u00edkovi, kter\u00fd vytvo\u0159\u00ed n\u00e1vrh v souladu s trendy, designersk\u00fdm um\u011bn\u00edm, a z\u00e1rove\u0148 bude konzistentn\u00ed s firemn\u00ed identitou dan\u00e9 firmy. Spr\u00e1vn\u00e9 grafick\u00e9 rozlo\u017een\u00ed, pou\u017eit\u00e9 barvy (psychologie barev) a v\u00fdb\u011br vhodn\u00e9ho p\u00edsma je tak\u00e9 velice d\u016fle\u017eit\u00e9. Opravdu V\u00e1m nedoporu\u010dujeme pou\u0161t\u011bt se do toho sv\u00e9pomoc\u00ed bez p\u0159\u00edslu\u0161n\u00fdch znalost\u00ed.<\/p>\n\n\n\n

Pokud jde o obsah let\u00e1ku, pak i ten stoj\u00ed za to sv\u011b\u0159it profesion\u00e1ln\u00edmu copywriterovi. D\u00edky tomu nebudete muset pouze doufat, \u017ee se (do gusta z\u00e1kazn\u00edk\u016f) n\u00e1hodou tref\u00edte. Copywriter se postar\u00e1 nejen o pravopisnou a stylistickou spr\u00e1vnost (ano, zde je snadn\u00e9 ud\u011blat chybu), ale tak\u00e9 zvol\u00ed nejvhodn\u011bj\u0161\u00ed styl a slova. Zku\u0161en\u00fd copywriter prost\u011b v\u00ed, jak\u00e9 n\u00e1stroje pou\u017e\u00edt k vyvol\u00e1n\u00ed konkr\u00e9tn\u00ed reakce. A to, \u017ee um\u00edte ps\u00e1t, v\u016fbec neznamen\u00e1, \u017ee nap\u00ed\u0161ete text, kter\u00fd umo\u017en\u00ed dos\u00e1hnout konkr\u00e9tn\u00ed c\u00edle. A o to p\u0159ece jde, \u017ee ano?<\/p>\n\n\n\n

3. Reklamn\u00ed let\u00e1ky \u2013 m\u00e9n\u011b je v\u00edce<\/h2>\n\n\n\n

Tak\u00e9 tento podbod podpo\u0159\u00edme zn\u00e1m\u00fdm r\u010den\u00edm zm\u00edn\u011bn\u00e9 autority. David Ogilvy \u0159\u00edkal: \u201eFirst be clear, than clever\u201c<\/em><\/strong>, <\/em>tedyjednodu\u0161e \u0159e\u010deno \u2013 nejprve pi\u0161te jasn\u011b, a pak chyt\u0159e\/kreativn\u011b. D\u00e1 se \u0159\u00edci, \u017ee je v t\u00e9to v\u011bt\u011b uvedena podstata vytv\u00e1\u0159en\u00ed v\u011bt\u0161iny reklamn\u00edch sd\u011blen\u00ed. Ne\u017e za\u010dnete s v\u00fdb\u011brem toho, co chcete sd\u011blit v let\u00e1ku, p\u0159em\u00fd\u0161lejte o tom, co bude opravdu podstatn\u00e9 pro odb\u011bratele. A co vy, kdy\u017e dost\u00e1v\u00e1te let\u00e1k s obs\u00e1hl\u00fdm textem, t\u011b\u0161\u00edte se dychtiv\u011b na jeho p\u0159e\u010dten\u00ed? A opravdu z\u00e1kazn\u00edka zaj\u00edm\u00e1 sebevychvalov\u00e1n\u00ed firmy? Ne, z\u00e1kazn\u00edk chce kr\u00e1tk\u00e9 a jasn\u00e9 sd\u011blen\u00ed<\/strong>, takov\u00e9, kter\u00e9 mluv\u00ed o tom, co z\u00edsk\u00e1, ne jak jsme vynikaj\u00edc\u00ed. Tak\u017ee volte jen kr\u00e1tk\u00e1 sd\u011blen\u00ed, jasn\u00e1 pro p\u0159\u00edjemce, a to ji\u017e na prvn\u00ed pohled. A kreativita? Ta je v\u017edy zahrnuta v cen\u011b, av\u0161ak pod podm\u00ednkou, \u017ee bude uvedena v p\u0159ehledn\u00e9 a snadno straviteln\u00e9 form\u011b.<\/p>\n\n\n\n

\"Reklamn\u00ed<\/figure>\n\n\n\n

4. Je cena let\u00e1k\u016f d\u016fle\u017eit\u00e1?<\/h2>\n\n\n\n

Pokud nechcete, aby Va\u0161i z\u00e1kazn\u00edci litovali sv\u00e9 pozornosti, nebojte se vydat pen\u00edze na propaga\u010dn\u00ed materi\u00e1ly. Pamatujte, \u017ee cena \u00fasp\u011bchu je mnohem ni\u017e\u0161\u00ed ne\u017e cena ne\u00fasp\u011bchu. <\/strong>Bojujete o pozornost z\u00e1kazn\u00edka, nevyhrajete, pokud m\u00e1te slab\u00e9 zbran\u011b. Pokud ji\u017e m\u00e1te dobr\u00fd n\u00e1vrh let\u00e1ku, nezkazte si jej tiskem ve \u0161patn\u00e9 tisk\u00e1rn\u011b a na \u0161patn\u00e9m podkladu. P\u0159em\u00fd\u0161lejte p\u0159edev\u0161\u00edm o tom, jak\u00fd podklad si vyberete: \u010d\u00edm vy\u0161\u0161\u00ed je gram\u00e1\u017e pap\u00edru, t\u00edm jsou let\u00e1ky pevn\u011bj\u0161\u00ed a efektn\u011bj\u0161\u00ed (i kdy\u017e to samoz\u0159ejm\u011b znamen\u00e1 vy\u0161\u0161\u00ed n\u00e1klady). \u010casto se vyplat\u00ed vytisknout m\u00e9n\u011b let\u00e1k\u016f, ale na lep\u0161\u00edm podkladu. Krom\u011b podkladu m\u016f\u017eete sv\u00e9 reklamn\u00ed let\u00e1ky odli\u0161it dal\u0161\u00edm vylep\u0161en\u00edm \u2013 foli\u00ed nebo selektivn\u00edm UV lakem. N\u00e1klady budou samoz\u0159ejm\u011b vy\u0161\u0161\u00ed, ale zv\u00fd\u0161\u00ed se t\u00edm tak\u00e9 vyhl\u00eddky na \u00fasp\u011bch va\u0161\u00ed kampan\u011b.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reklamn\u00ed let\u00e1ky jsou, byly a budou jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch reklamn\u00edch materi\u00e1l\u016f. Ale jen pod podm\u00ednkou, \u017ee v\u00edte, jak na to. Pokud chcete vytvo\u0159it kreativn\u00ed a efektivn\u00ed let\u00e1ky, p\u0159e\u010dt\u011bte si 4…<\/p>\n","protected":false},"author":1,"featured_media":1708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37,35],"tags":[],"class_list":["post-1703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy","category-tisk"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1703","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/comments?post=1703"}],"version-history":[{"count":6,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1703\/revisions"}],"predecessor-version":[{"id":1715,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1703\/revisions\/1715"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/1708"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=1703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=1703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=1703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}