{"id":52,"date":"2018-08-02T20:51:16","date_gmt":"2018-08-02T18:51:16","guid":{"rendered":"https:\/\/promo-clanky.cz\/?p=52"},"modified":"2018-08-07T10:48:30","modified_gmt":"2018-08-07T08:48:30","slug":"copywriting-tajuplna-disciplina-moderni-reklamy","status":"publish","type":"post","link":"https:\/\/promo-clanky.cz\/?p=52","title":{"rendered":"Copywriting \u2013 tajupln\u00e1 discipl\u00edna modern\u00ed reklamy"},"content":{"rendered":"

Copywriting <\/span><\/strong><\/a>je slovo, kter\u00e9 poch\u00e1z\u00ed z\u00a0angli\u010dtiny a dalo by se p\u0159elo\u017eit jako modern\u00ed reklamn\u00ed text. Dnes se hojn\u011b vyu\u017e\u00edv\u00e1 p\u0159edev\u0161\u00edm v\u00a0prost\u0159ed\u00ed internetu. Jedn\u00e1 se tedy o tv\u016fr\u010d\u00ed \u010dinnost, p\u0159i kter\u00e9 se vytv\u00e1\u0159ej\u00ed poutav\u00e9, \u010dtiv\u00e9 a p\u016fsobiv\u00e9 reklamn\u00ed texty, kter\u00e9 prod\u00e1vaj\u00ed n\u011bjak\u00fd produkt, p\u0159\u00edpadn\u011b slu\u017ebu. Copywriter \u2013 neboli texta\u0159 p\u00ed\u0161e tyto texty s\u00a0c\u00edlem zv\u00fd\u0161it prodej dan\u00e9ho produktu nebo spln\u00ed jak\u00fdkoliv jin\u00fd pot\u0159ebn\u00fd c\u00edl, a\u0165 u\u017e v\u00a0podob\u011b tiskov\u00fdch zpr\u00e1v, slogan\u016f nebo cel\u00fdch katalog\u016f a webov\u00e9 str\u00e1nky. Co se t\u00fd\u010de historie <\/span>copywritingu, spad\u00e1 do 60 let 20. stolet\u00ed, v\u00a0pr\u016fb\u011bhu desetilet\u00ed se p\u0159izp\u016fsobil nov\u00fdm med\u00ed\u00edch, ale st\u00e1le z\u00e1kladn\u00ed kameny jsou st\u00e1le stejn\u00e9.<\/span><\/p>\n

\"Copywriting\"<\/p>\n

V\u00a0\u010dem spo\u010d\u00edv\u00e1 d\u016fle\u017eitost copywritingu?<\/b><\/h2>\n

Copywriting<\/b> je \u00fazce spojen s\u00a0psychologi\u00ed, nejedn\u00e1 se toti\u017e jen o p\u0159episov\u00e1n\u00ed text\u016f, p\u0159\u00edpadn\u011b n\u011bjak\u00e9 kop\u00edrov\u00e1n\u00ed, ale spolehliv\u00fd copywriter o sv\u00e9m zad\u00e1n\u00ed p\u0159em\u00fd\u0161l\u00ed, mus\u00ed se um\u011bt vc\u00edtit do role c\u00edlov\u00e9ho z\u00e1kazn\u00edka, aby ho p\u0159edev\u0161\u00edm zaujal. Psan\u00ed text\u016f<\/a> v marketingu a PR oblasti je p\u0159edev\u0161\u00edm z\u00e1le\u017eitost\u00ed my\u0161len\u00ed \u2013 tedy vymy\u0161len\u00ed toho, o \u010dem konkr\u00e9tn\u00ed text bude, kam bude sm\u011b\u0159ovat a p\u0159edev\u0161\u00edm, co vyvol\u00e1. V\u00a0neposledn\u00ed \u0159ad\u011b bez gramatick\u00fdch chyb a stylisticky vyt\u0159\u00edben\u00fd, text by m\u011bl obsahovat d\u016fle\u017eit\u00e9 informace a b\u00fdt pro \u010dten\u00e1\u0159e samoz\u0159ejm\u011b i n\u011b\u010d\u00edm p\u0159\u00ednosn\u00fd. <\/span><\/p>\n

Specifika internetov\u00e9ho copywritingu<\/b><\/h2>\n

Hlavn\u00edm c\u00edlem <\/span>copywritingu je zaujmout \u010di oslovit u\u017eivatele konkr\u00e9tn\u00ed c\u00edlov\u00e9 skupiny. Z\u00a0tohoto d\u016fvodu se reklamn\u00ed texty um\u00eds\u0165uj\u00ed na tematick\u00e9 servery nebo do tematick\u00fdch tiskovin, v\u00a0dne\u0161n\u00ed dob\u011b tedy zejm\u00e9na na internet. Pokud se jedn\u00e1 o reklamn\u00ed \u010dl\u00e1nek zve\u0159ej\u0148ovan\u00fd na internetu, m\u00e1 krom\u011b propaga\u010dn\u00ed funkce i d\u016fle\u017eitou \u00falohu p\u0159i zvy\u0161ov\u00e1n\u00ed pozice v tzv. vyhled\u00e1va\u010d\u00edch. Modern\u00ed vyhled\u00e1va\u010d toti\u017e nezkoum\u00e1 jen samotn\u00fd zdrojov\u00fd k\u00f3d str\u00e1nky, ale tak\u00e9 jej\u00ed obsah a jeho kvalitu. Je d\u016fle\u017eit\u00e9, aby spr\u00e1vn\u00fd copywriter nalezl rovnov\u00e1hu mezi t\u00edm, aby text p\u016fsobil p\u0159irozen\u011b pro \u010dten\u00e1\u0159e, z\u00e1rove\u0148 se nepodb\u00edzel pouze internetov\u00fdm vyhled\u00e1va\u010d\u016fm.<\/span><\/p>\n

Redakce Press-News<\/a><\/span><\/span><\/h2>\n

i-Clanky.cz<\/a><\/span><\/h2>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Copywriting je slovo, kter\u00e9 poch\u00e1z\u00ed z\u00a0angli\u010dtiny a dalo by se p\u0159elo\u017eit jako modern\u00ed reklamn\u00ed text. Dnes se hojn\u011b vyu\u017e\u00edv\u00e1 p\u0159edev\u0161\u00edm v\u00a0prost\u0159ed\u00ed internetu. Jedn\u00e1 se tedy o tv\u016fr\u010d\u00ed \u010dinnost, p\u0159i kter\u00e9 se vytv\u00e1\u0159ej\u00ed poutav\u00e9, \u010dtiv\u00e9 a p\u016fsobiv\u00e9 reklamn\u00ed texty, kter\u00e9 prod\u00e1vaj\u00ed n\u011bjak\u00fd produkt, p\u0159\u00edpadn\u011b slu\u017ebu. Copywriter \u2013 neboli texta\u0159 p\u00ed\u0161e tyto texty s\u00a0c\u00edlem zv\u00fd\u0161it prodej dan\u00e9ho […]<\/p>\n","protected":false},"author":1,"featured_media":304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[4],"tags":[10],"class_list":["post-52","post","type-post","status-publish","format-standard","has-post-thumbnail","category-copywriting","tag-copywriting"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/posts\/52","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=52"}],"version-history":[{"count":0,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/posts\/52\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=\/wp\/v2\/media\/304"}],"wp:attachment":[{"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=52"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=52"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/promo-clanky.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=52"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}