{"id":37,"date":"2026-04-15T19:42:13","date_gmt":"2026-04-15T19:42:13","guid":{"rendered":"https:\/\/bebrand.hu\/esettanulmany\/radio-mint-reklameszkoz\/"},"modified":"2026-04-15T19:42:13","modified_gmt":"2026-04-15T19:42:13","slug":"radio-mint-reklameszkoz","status":"publish","type":"case_study","link":"https:\/\/bebrand.hu\/sk\/esettanulmany\/radio-mint-reklameszkoz\/","title":{"rendered":"R\u00e1dio ako reklamn\u00fd prostriedok"},"content":{"rendered":"<p><strong>M\u00e1 za sebou st\u00e9 v\u00fdro\u010die a okrem toho je pova\u017eovan\u00fd za prv\u00e9 skuto\u010dn\u00e9 masov\u00e9 m\u00e9dium; ako marketingov\u00fd kan\u00e1l je dodnes jedn\u00fdm z naj\u00fa\u010dinnej\u0161\u00edch n\u00e1strojov.<\/strong> Hovor\u00edme o rozhlase, ktor\u00fd pod\u013ea najnov\u0161\u00edch \u00fadajov oslovuje polovicu ma\u010farsk\u00e9ho obyvate\u013estva ka\u017ed\u00fd de\u0148.<\/p>\n<p>Pod\u013ea \u00fadajov NMHH z roku 2019 po\u010d\u00fava r\u00e1dio medzi ma\u010farsk\u00fdm obyvate\u013estvom vo veku nad 15 rokov denne pribli\u017ene 5,5 mili\u00f3na a t\u00fd\u017edenne pribli\u017ene 7 mili\u00f3nov \u013eud\u00ed. Polovica obyvate\u013estva po\u010d\u00fava rozhlasov\u00e9 rel\u00e1cie denne, tri \u0161tvrtiny t\u00fd\u017edenne.<\/p>\n<p>Pod\u013ea prieskumu spolo\u010dnosti Inspira je pre 48% dom\u00e1cich spotrebite\u013eov r\u00e1dio prim\u00e1rnym m\u00e9diom na z\u00edskavanie inform\u00e1ci\u00ed \u2013 sprev\u00e1dza ho s\u00fastreden\u00e1 pozornos\u0165, ktor\u00e1 sa pren\u00e1\u0161a aj na reklamn\u00fd obsah. \u010eal\u0161ou hlavnou motiv\u00e1ciou pre po\u010d\u00favanie je z\u00e1bava a emocion\u00e1lne prepojenie: toto m\u00e9dium funguje aj ako zvukov\u00e1 clona.<\/p>\n<h3>Je ve\u013ek\u00fdm omylom, \u017ee rozhlas je v\u00fdsadou nadn\u00e1rodn\u00fdch spolo\u010dnost\u00ed<\/h3>\n<p>Sektor mal\u00fdch a stredn\u00fdch podnikov m\u00f4\u017ee rovnako n\u00e1kladovo efekt\u00edvne vyu\u017ei\u0165 \u00faspe\u0161n\u00fa rozhlasov\u00fa kampa\u0148 s masov\u00fdm dosahom ako ve\u013ek\u00e9 firmy. Zatia\u013e \u010do telev\u00edzna kampa\u0148 vyjde minim\u00e1lne na nieko\u013eko mili\u00f3nov forintov, v r\u00e1diu s mili\u00f3novou posluch\u00e1\u010dskou z\u00e1klad\u0148ou m\u00f4\u017eete efekt\u00edvne inzerova\u0165 u\u017e za nieko\u013eko desiatok tis\u00edc forintov.<\/p>\n<h3>\u010co a ako sa oplat\u00ed inzerova\u0165?<\/h3>\n<p>Posledn\u00fd impulz pred n\u00e1kupom m\u00f4\u017ee\u0161 vyvola\u0165 konkr\u00e9tnymi ponukami a akciami. Klasick\u00fdm pr\u00edkladom ak\u010dnej kampane je reklama propaguj\u00faca akciu na potraviny, ktor\u00e1 nasmeruje \u013eud\u00ed na ceste domov do najbli\u017e\u0161ieho supermarketu. Je tie\u017e bezchybn\u00e1 pri posil\u0148ovan\u00ed posolstva zverejnen\u00e9ho na in\u00fdch kan\u00e1loch, a preto je neoddelite\u013enou s\u00fa\u010das\u0165ou medi\u00e1lneho mixu.<\/p>\n<h3>3 formy reklamy<\/h3>\n<ul>\n<li><strong>Reklamn\u00e1 kampa\u0148<\/strong> \u2013 10\u201320\u201330-sekundov\u00fd spot v blokoch medzi rel\u00e1ciami, s hlasom zn\u00e1meho dab\u00e9ra.<\/li>\n<li><strong>BTL \/ mimo spotovej reklamy<\/strong> \u2013 s\u00fa\u0165a\u017ee o ceny, sponzorovanie rel\u00e1ci\u00ed, akcie mimo s\u00eddla; vynikaj\u00face na budovanie zna\u010dky.<\/li>\n<li><strong>Jedine\u010dn\u00fd vzh\u013ead<\/strong> \u2013 PR rozhovor, odborn\u00fd rozhovor.<\/li>\n<\/ul>\n<h3>Mierenie<\/h3>\n<p>Na z\u00e1klade demografick\u00fdch faktorov, tematick\u00e9ho zamerania rel\u00e1cie, po\u010d\u00favanosti v danom \u010dasovom \u00faseku, popularity stanice a zlo\u017eenia jej posluch\u00e1\u010dskej z\u00e1kladne je mo\u017en\u00e9 potenci\u00e1lny segment z\u00e1kazn\u00edkov dobre diferencova\u0165.<\/p>\n<h3>Zhrnutie<\/h3>\n<p>R\u00e1dio patr\u00ed medzi najstar\u0161ie m\u00e9di\u00e1, ktor\u00e9 v\u0161ak aj dnes efekt\u00edvne oslovuj\u00fa obrovsk\u00e9 masy \u013eud\u00ed. \u0160irok\u00e1 spotrebite\u013esk\u00e1 z\u00e1klad\u0148a sa d\u00e1 dobre diferencova\u0165 a cestuj\u00faci predstavuj\u00fa obrovsk\u00fa pridan\u00fa hodnotu. Je ide\u00e1lne pre reklamn\u00e9 kampane, budovanie zna\u010dky, positioning a posil\u0148ovanie posolstva.<\/p>","protected":false},"excerpt":{"rendered":"<p>R\u00e1dio oslovuje denne 5,5 mili\u00f3na Ma\u010farov. Pre\u010do je to n\u00e1kladovo efekt\u00edvny reklamn\u00fd priestor a ako sa na \u0148om oplat\u00ed inzerova\u0165?<\/p>","protected":false},"featured_media":38,"template":"","case_category":[5],"class_list":["post-37","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case_category-radio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A r\u00e1di\u00f3, mint rekl\u00e1meszk\u00f6z - BeBrand Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bebrand.hu\/sk\/esettanulmany\/radio-mint-reklameszkoz\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A r\u00e1di\u00f3, mint rekl\u00e1meszk\u00f6z - BeBrand Agency\" \/>\n<meta property=\"og:description\" content=\"A r\u00e1di\u00f3 naponta 5,5 milli\u00f3 magyart \u00e9r el. 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