{"id":2669,"date":"2021-07-29T08:26:55","date_gmt":"2021-07-29T06:26:55","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=2669"},"modified":"2021-07-29T08:26:56","modified_gmt":"2021-07-29T06:26:56","slug":"papir-stale-zivy-podivejte-se-jak-jej-muzete-vyuzit-ve-vasem-marketingovem-usili","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/papir-stale-zivy-podivejte-se-jak-jej-muzete-vyuzit-ve-vasem-marketingovem-usili\/","title":{"rendered":"Pap\u00edr st\u00e1le \u017eiv\u00fd! Pod\u00edvejte se, jak jej m\u016f\u017eete vyu\u017e\u00edt ve Va\u0161em marketingov\u00e9m \u00fasil\u00ed"},"content":{"rendered":"\n

Pap\u00edr sv\u00e1d\u00ed. M\u00e1\nsvou fyzi\u010dnost, strukturu, v\u016fni a dokonale p\u016fsob\u00ed na smysly. Je mnohem lep\u0161\u00edm\nnosi\u010dem emoc\u00ed ne\u017e digit\u00e1ln\u00ed m\u00e9dia. Pod\u00edvejte se, jak jej m\u016f\u017eete vyu\u017e\u00edt v\nefektivn\u00edm marketingov\u00e9m \u00fasil\u00ed.<\/p>\n\n\n\n\n\n\n\n

Pap\u00edr a jeho p\u0159idan\u00e1 hodnota<\/strong><\/h2>\n\n\n\n

A kdy\u017e u\u017e hovo\u0159\u00edme o p\u0159idan\u00e9 hodnot\u011b, nem\u016f\u017eeme se zm\u00ednit o empirick\u00fdch a smyslov\u00fdch z\u00e1\u017eitc\u00edch, kter\u00e9 jist\u011b d\u00e1vaj\u00ed pap\u00edru v\u00fdhodu. To je to, co marn\u011b hled\u00e1te ve zpr\u00e1v\u00e1ch p\u0159en\u00e1\u0161en\u00fdch digit\u00e1ln\u011b. Ty, kter\u00e9 jsou prezentov\u00e1ny na v\u00fdtisc\u00edch, jsou snadn\u011bji srozumiteln\u00e9 a l\u00e9pe zapamatovateln\u00e9, jeliko\u017e vy\u017eaduj\u00ed o 21 % m\u00e9n\u011b kognitivn\u00edho \u00fasil\u00ed ne\u017e digit\u00e1ln\u00ed m\u00e9dia. Nav\u00edc reklama v pap\u00edrov\u00e9 podob\u011b umo\u017e\u0148uje zapamatovat si podrobn\u011bj\u0161\u00ed informace, co\u017e potvrdilo 75 % \u00fa\u010dastn\u00edk\u016f pr\u016fzkumu Kanadsk\u00e9 po\u0161ty. Zaj\u00edmav\u00e9 je, \u017ee pouze 44 % dot\u00e1zan\u00fdch si zapamatovalo stejn\u00e9 detaily, prezentov\u00e1ny prost\u0159ednictv\u00edm elektronick\u00fdch m\u00e9di\u00ed. D\u016fle\u017eit\u00e1 je je\u0161t\u011b jedna v\u011bc, a\u017e 51 % dot\u00e1zan\u00fdch bylo v\u00edce sklonn\u00fdch k n\u00e1kupu, pokud byla reklama prezentov\u00e1na v pap\u00edrov\u00e9 podob\u011b.<\/p>\n\n\n\n

Velk\u00e1 s\u00edla\npap\u00edru<\/strong><\/h2>\n\n\n\n

Zpr\u00e1vy, absorbovan\u00e9\np\u0159\u00edmo „z pap\u00edru“, se l\u00e9pe zachycuj\u00ed v mozku ne\u017e ty, kter\u00e9 jsou\nprezentov\u00e1ny v digit\u00e1ln\u00ed podob\u011b. Obsah je m\u00e9n\u011b prchav\u00fd a mnohem hmatateln\u011bj\u0161\u00ed.\nInformace podan\u00e9 na pap\u00ed\u0159e, vy\u017eaduje mnohem emocion\u00e1ln\u011bj\u0161\u00ed zpracov\u00e1n\u00ed, co\u017e je\nd\u016fle\u017eit\u00e9 v procesu vytv\u00e1\u0159en\u00ed identity a pov\u011bdom\u00ed o zna\u010dce. Fyzick\u00e9 materi\u00e1ly ve\nform\u011b pap\u00edrov\u00fdch v\u00fdtisk\u016f produkuj\u00ed v\u00edce mozkov\u00fdch reakc\u00ed spojen\u00fdch s vnit\u0159n\u00edmi\npocity, co\u017e v\u00fdrazn\u011b zvy\u0161uje efektivitu reklamy. Geni\u00e1ln\u011b p\u0159i tom spou\u0161t\u00ed\nprostorovou pam\u011b\u0165 mozku.<\/p>\n\n\n\n

Mozek zpracov\u00e1v\u00e1\nslova napsan\u00e1 nebo vyti\u0161t\u011bn\u00e1 na pap\u00ed\u0159e zcela jinak ne\u017e slova p\u0159edkl\u00e1dan\u00e1\nelektronicky. Jedna ze studi\u00ed ukazuje, \u017ee lid\u00e9, kte\u0159\u00ed \u010dtou texty v ti\u0161t\u011bn\u00e9\npodob\u011b, dosahuj\u00ed mnohem lep\u0161\u00ed v\u00fdsledky v testu na porozum\u011bn\u00ed textu, ne\u017e ti,\nkte\u0159\u00ed jsou sezn\u00e1meni se stejn\u00fdm obsahem, prezentovan\u00fdm v digit\u00e1ln\u00ed podob\u011b.<\/p>\n\n\n\n