[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.fokusul.cz\/jak-funguje-obdarovavani-v-marketingu\/#Article","mainEntityOfPage":"https:\/\/www.fokusul.cz\/jak-funguje-obdarovavani-v-marketingu\/","headline":"Jak funguje obdarov\u00e1v\u00e1n\u00ed v marketingu?","name":"Jak funguje obdarov\u00e1v\u00e1n\u00ed v marketingu?","description":"V marketingu hraje princip obdarov\u00e1v\u00e1n\u00ed silnou roli. Dobr\u00fd reklamn\u00ed p\u0159edm\u011bt m\u016f\u017ee ovlivnit vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky mnohem v\u00edce, ne\u017e by se &hellip; <p class=\"link-more\"><a href=\"https:\/\/www.fokusul.cz\/jak-funguje-obdarovavani-v-marketingu\/\" class=\"more-link\">P\u0159e\u010d\u00edst<span class=\"screen-reader-text\"> \"Jak funguje obdarov\u00e1v\u00e1n\u00ed v marketingu?\"<\/span><\/a><\/p>","datePublished":"2025-11-10","dateModified":"2025-11-10","author":{"@type":"Person","@id":"https:\/\/www.fokusul.cz\/author\/#Person","name":"","url":"https:\/\/www.fokusul.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/4006af731f458a56e90e1a4ecbb37f08f11b51b80cb9267b6a6e5547922ff49d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4006af731f458a56e90e1a4ecbb37f08f11b51b80cb9267b6a6e5547922ff49d?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"fokusul.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.fokusul.cz\/wp-content\/uploads\/jess-bailey-f94JPVrDbnY-unsplash.jpg","url":"https:\/\/www.fokusul.cz\/wp-content\/uploads\/jess-bailey-f94JPVrDbnY-unsplash.jpg","height":0,"width":0},"url":"https:\/\/www.fokusul.cz\/jak-funguje-obdarovavani-v-marketingu\/","about":["Zbo\u017e\u00ed"],"wordCount":455,"articleBody":"        V marketingu hraje princip obdarov\u00e1v\u00e1n\u00ed silnou roli. Dobr\u00fd reklamn\u00ed p\u0159edm\u011bt m\u016f\u017ee ovlivnit vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky mnohem v\u00edce, ne\u017e by se mohlo na prvn\u00ed pohled zd\u00e1t. Pro\u010d tomu ale tak je? Pro\u010d je obdarov\u00e1v\u00e1n\u00ed tak siln\u00fdm faktorem pro budov\u00e1n\u00ed presti\u017ee va\u0161\u00ed zna\u010dky a va\u0161eho \u00fasp\u011bchu?Princip reciprocityLid\u00e9 v sob\u011b maj\u00ed zako\u0159en\u011bn\u00fd pocit, \u017ee mus\u00ed oplatit laskavost, kterou jim n\u011bkdo ud\u011blal. Neplat\u00ed to samoz\u0159ejm\u011b u ka\u017ed\u00e9ho, ale v\u011bt\u0161ina jedinc\u016f to tak m\u00e1 prost\u011b od p\u0159\u00edrody nastaven\u00e9. Pokud n\u011bkomu d\u00e1te zadarmo d\u00e1rek, i kdyby jen mal\u00fd, vyvol\u00e1te v n\u011bm pocit, \u017ee v\u00e1m mus\u00ed p\u0159eci laskavost n\u011bjak vr\u00e1tit. D\u00e1rky vyvol\u00e1vaj\u00ed v lidech pozitivn\u00ed emoce  https:\/\/psychologie.cz\/jak-nakladat-s-emocemi\/ a maj\u00ed v\u011bt\u0161\u00ed sklon pak od v\u00e1s koupit produkt, slu\u017ebu, vyplnit dotazn\u00edk, z\u00fa\u010dastnit se pr\u016fzkumu nebo cokoliv, cop po nich pot\u0159ebujete.Emo\u010dn\u00ed vazbaD\u00e1rky nejsou jen o tom, jakou maj\u00ed hodnotu. Vyvol\u00e1vaj\u00ed v lidech tak\u00e9 ur\u010ditou emo\u010dn\u00ed stopu- Ta m\u016f\u017ee b\u00fdt daleko siln\u011bj\u0161\u00ed, ne\u017e sebel\u00e9pe propracovan\u00e1 reklama. Pokud n\u011bkomu d\u00e1te zdarma reklamn\u00ed p\u0159edm\u011bt, bude m\u00edt radost z toho, \u017ee dostal n\u011bco zdarma. Bude c\u00edtit, \u017ee ho firma uzn\u00e1v\u00e1, proto\u017ee t\u00edm d\u00e1v\u00e1 p\u0159eci najevo, \u017ee si v\u00e1\u017e\u00ed sv\u00fdch z\u00e1kazn\u00edk\u016f. A tak\u00e9 v n\u011bm buduje d\u016fv\u011bru. Jedn\u00e1 se p\u0159eci o zna\u010dku, kter\u00e1 sv\u00fdm z\u00e1kazn\u00edk\u016fm vrac\u00ed n\u011bco nazp\u011bt.Hmatateln\u00fd darReklamn\u00ed p\u0159edm\u011bty jsou hmatateln\u00e9, fyzick\u00e9 p\u0159edm\u011bty. A to m\u016f\u017ee b\u00fdt v dob\u011b, kdy se soust\u0159ed\u00edme p\u0159edev\u0161\u00edm na digit\u00e1ln\u00ed v\u011bci, velk\u00e9 plus. Hmatatelnost p\u0159edm\u011btu toti\u017e posiluje jeho zapamatovatelnost. Pokud m\u00e1 \u010dlov\u011bk n\u011bco v ruce, m\u016f\u017ee to dr\u017eet a pravideln\u011b to pou\u017e\u00edv\u00e1, vid\u00ed pak va\u0161i zna\u010dku na o\u010d\u00edch ka\u017ed\u00fd den. Z toho d\u016fvodu nejl\u00e9pe funguj\u00ed p\u0159edm\u011bty denn\u00ed pot\u0159eby, jako jsou propisky, den\u00edky, hrn\u00ed\u010dky, textilie nebo t\u0159eba r\u016fzn\u00e1 elektronika.U\u017eite\u010dnost d\u00e1rkuU d\u00e1rku se nehodnot\u00ed jen jeho finan\u010dn\u00ed hodnota, ale tak\u00e9 to, jak je n\u00e1m u\u017eite\u010dn\u00fd. To m\u00e1 v\u011bt\u0161inou v\u00edce vypov\u00eddaj\u00edc\u00ed hodnotu, ne\u017e jeho finan\u010dn\u00ed hodnota. Proto pro sv\u00e9 z\u00e1kazn\u00edky vyb\u00edrejte takov\u00e9 d\u00e1rky, kter\u00e9 jim k n\u011b\u010demu p\u0159isp\u011bj\u00ed a ne takov\u00e9, kter\u00e9 budou jen tak le\u017eet na polic\u00edch.                                                                                                                                                                                                                                                                                                                                                                                          5\/5 - (1 vote)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak funguje obdarov\u00e1v\u00e1n\u00ed v marketingu?","item":"https:\/\/www.fokusul.cz\/jak-funguje-obdarovavani-v-marketingu\/#breadcrumbitem"}]}]