{"id":39054,"date":"2019-12-13T14:05:17","date_gmt":"2019-12-13T13:05:17","guid":{"rendered":"https:\/\/harlander-partner.eu\/primy-marketing\/"},"modified":"2025-11-24T20:02:33","modified_gmt":"2025-11-24T19:02:33","slug":"primy-marketing","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/primy-marketing\/","title":{"rendered":"P\u0159\u00edm\u00fd marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O p\u0159\u00edm\u00e9m marketingu hovo\u0159\u00edme v\u017edy, kdy\u017e se marketing pou\u017e\u00edv\u00e1 k dosa\u017een\u00ed interakce se \u010dten\u00e1\u0159i, poslucha\u010di nebo div\u00e1ky. C\u00edlem p\u0159\u00edm\u00e9ho marketingu je tedy vyvolat u p\u0159\u00edjemce individu\u00e1ln\u00ed a m\u011b\u0159itelnou reakci. <\/p>\n\n<p class=\"wp-block-paragraph\">Mezi p\u0159\u00edm\u00fd marketing pat\u0159\u00ed:<\/p>\n\n<ul class=\"wp-block-list\"><li>adresovan\u00e9 reklamn\u00ed z\u00e1silky (mailingy),<\/li><li>prospekty,<\/li><li>katalogy,<\/li><li>po\u0161tovn\u00ed hromadn\u00e9 z\u00e1silky a<\/li><li>telemarketing, ale tak\u00e9<\/li><li>e-maily,<\/li><li>bannerov\u00e1 reklama a<\/li><li>marketing ve vyhled\u00e1va\u010d\u00edch nebo marketing na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/li><\/ul>\n\n<h2 class=\"wp-block-heading\">Pr\u00e1vn\u00ed r\u00e1mec<\/h2>\n\n<p class=\"wp-block-paragraph\">Pr\u00e1vn\u00ed r\u00e1mec pro p\u0159\u00edm\u00fd marketing, resp. zas\u00edl\u00e1n\u00ed reklamy, tvo\u0159\u00ed \u017eivnostensk\u00fd z\u00e1kon, z\u00e1kon o telekomunikac\u00edch a ustanoven\u00ed o ochran\u011b osobn\u00edch \u00fadaj\u016f.<\/p>\n\n<h3 class=\"wp-block-heading\">\u017divnostensk\u00fd z\u00e1kon<\/h3>\n\n<p class=\"wp-block-paragraph\">Podle \u017eivnostensk\u00e9ho z\u00e1kona sm\u00ed vydavatel\u00e9 adres a spole\u010dnosti zab\u00fdvaj\u00edc\u00ed se p\u0159\u00edm\u00fdm marketingem v z\u00e1sad\u011b zas\u00edlat <strong>adresovan\u00e9 reklamn\u00ed materi\u00e1ly<\/strong> po\u0161tou t\u0159et\u00edm osob\u00e1m. Adres\u00e1t v\u0161ak m\u016f\u017ee zas\u00edl\u00e1n\u00ed budouc\u00ed reklamy zak\u00e1zat. Toto na\u0159\u00edzen\u00ed plat\u00ed pouze pro po\u0161tou zas\u00edlanou reklamu.  <\/p>\n\n<p class=\"wp-block-paragraph\">Odborn\u00e9 sdru\u017een\u00ed pro reklamu a tr\u017en\u00ed komunikaci Hospod\u00e1\u0159sk\u00e9 komory Rakouska (WKO) vede tzv. &#8222;Robinson\u016fv seznam&#8220;. Do tohoto seznamu se mohou nechat zapsat osoby, kter\u00e9 si nep\u0159ej\u00ed dost\u00e1vat adresovanou po\u0161tovn\u00ed reklamu. Seznam je aktualizov\u00e1n ka\u017ed\u00fd m\u011bs\u00edc a je k dispozici vydavatel\u016fm adres a spole\u010dnostem zab\u00fdvaj\u00edc\u00edm se p\u0159\u00edm\u00fdm marketingem. Tyto spole\u010dnosti mus\u00ed p\u0159ed odesl\u00e1n\u00edm adresovan\u00e9 reklamy porovnat sv\u00e9 \u00fadaje s Robinsonov\u00fdm seznamem. Krom\u011b toho mus\u00ed provozovatel reklamy splnit sv\u00e9 informa\u010dn\u00ed povinnosti ve smyslu GDPR a informovat dot\u010den\u00e9 osoby o jejich pr\u00e1vech. Dot\u010den\u00e9 osoby mus\u00ed b\u00fdt rovn\u011b\u017e pou\u010deny o tom, \u017ee mohou nesouhlasit s budouc\u00edm zas\u00edl\u00e1n\u00edm adresovan\u00e9 po\u0161tovn\u00ed reklamy. Vydavatel\u00e9 adres a spole\u010dnosti zab\u00fdvaj\u00edc\u00ed se p\u0159\u00edm\u00fdm marketingem, kte\u0159\u00ed nezahrnou &#8222;Robinson\u016fv seznam&#8220; nebo zas\u00edlaj\u00ed po\u0161tovn\u00ed p\u0159\u00edmou reklamu adres\u00e1t\u016fm zapsan\u00fdm v seznamu, se dopou\u0161t\u011bj\u00ed nejen spr\u00e1vn\u00edho deliktu podle \u017eivnostensk\u00e9ho pr\u00e1va, ale poru\u0161uj\u00ed i platn\u00e9 pr\u00e1vo na ochranu osobn\u00edch \u00fadaj\u016f a riskuj\u00ed pen\u011b\u017eitou pokutu.       <\/p>\n\n<h3 class=\"wp-block-heading\">Z\u00e1kon o telekomunikac\u00edch<\/h3>\n\n<p class=\"wp-block-paragraph\">Podle z\u00e1kona o telekomunikac\u00edch je jak\u00e1koli forma elektronick\u00e9 komunikace, jako jsou nap\u0159\u00edklad telefon\u00e1ty, kr\u00e1tk\u00e9 textov\u00e9 zpr\u00e1vy, faxy nebo e-maily pro reklamn\u00ed \u00fa\u010dely, bez p\u0159edchoz\u00edho souhlasu adres\u00e1t\u016f zak\u00e1z\u00e1na. To plat\u00ed jak ve vztahu Business-to-Business (B2B), tak ve vztahu Business-to-Consumer (B2C). Ji\u017e prvn\u00ed telefon\u00e1t, fax nebo e-mail za \u00fa\u010delem z\u00edsk\u00e1n\u00ed souhlasu se pova\u017euje za reklamu. Pokud je ud\u011blen\u00fd souhlas adres\u00e1ta odvol\u00e1n, je zas\u00edl\u00e1n\u00ed adresovan\u00e9 po\u0161tovn\u00ed reklamy od tohoto okam\u017eiku nep\u0159\u00edpustn\u00e9.   <\/p>\n\n<h2 class=\"wp-block-heading\">Ochrana osobn\u00edch \u00fadaj\u016f<\/h2>\n\n<p class=\"wp-block-paragraph\">Podle p\u0159edpis\u016f o ochran\u011b osobn\u00edch \u00fadaj\u016f sm\u00ed b\u00fdt osobn\u00ed \u00fadaje zpracov\u00e1v\u00e1ny pouze tehdy, pokud pro to existuje pr\u00e1vn\u00ed z\u00e1klad.<\/p>\n\n<p class=\"wp-block-paragraph\">GDPR stanov\u00ed, \u017ee zpracov\u00e1n\u00ed osobn\u00edch \u00fadaj\u016f, jako jsou jm\u00e9na, adresy a e-mailov\u00e9 adresy, pro \u00fa\u010dely p\u0159\u00edm\u00e9ho marketingu m\u016f\u017ee p\u0159edstavovat <strong>opr\u00e1vn\u011bn\u00fd z\u00e1jem<\/strong> osoby odpov\u011bdn\u00e9 za \u00fadaje. <strong>Ale pozor!<\/strong> Kdo provozuje p\u0159\u00edm\u00fd marketing v elektronick\u00e9 podob\u011b bez p\u0159edchoz\u00edho souhlasu dot\u010den\u00fdch osob, jedn\u00e1 protipr\u00e1vn\u011b ve smyslu z\u00e1kona o telekomunikac\u00edch.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>P\u0159e\u010dt\u011bte si tak\u00e9: <a href=\"https:\/\/harlander-partner.eu\/cs\/hospodarska-soutez\/online-reklama\/\">&#8222;Online reklama&#8220;<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"O p\u0159\u00edm\u00e9m marketingu hovo\u0159\u00edme v\u017edy, kdy\u017e se marketing pou\u017e\u00edv\u00e1 k dosa\u017een\u00ed interakce se \u010dten\u00e1\u0159i, poslucha\u010di nebo div\u00e1ky. C\u00edlem p\u0159\u00edm\u00e9ho marketingu je tedy vyvolat u p\u0159\u00edjemce individu\u00e1ln\u00ed a m\u011b\u0159itelnou reakci. Mezi &#8230;","protected":false},"author":1,"featured_media":0,"parent":40295,"menu_order":34,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[568],"tags":[],"class_list":["post-39054","page","type-page","status-publish","hentry","category-hospodarska-soutez"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/cs\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"O p\u0159\u00edm\u00e9m marketingu hovo\u0159\u00edme v\u017edy, kdy\u017e se marketing pou\u017e\u00edv\u00e1 k dosa\u017een\u00ed interakce se \u010dten\u00e1\u0159i, poslucha\u010di nebo div\u00e1ky. C\u00edlem p\u0159\u00edm\u00e9ho marketingu je tedy vyvolat u p\u0159\u00edjemce individu\u00e1ln\u00ed a m\u011b\u0159itelnou reakci. Mezi ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39054","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/comments?post=39054"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/39054\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/pages\/40295"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/media?parent=39054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/categories?post=39054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/cs\/wp-json\/wp\/v2\/tags?post=39054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}