Advertising missteps and their consequences
Jirka Jón, Head of Strategy & Consulting, comments for Ekonom magazine on the consequences of inappropriately placed or poorly targeted advertising. Using the example of sports brand Nike, which in 2018 chose American football player Colin Kaepernick, known for his protest against police brutality against the African American community, as its ambassador, he points out the importance of linking communication to the brand's philosophy and values, and of taking responsibility and then apologising when things go wrong. You can also read the full article on ekonom.cz.
For Hospodářské noviny, Jirka comments on the summer case of Datart, which prematurely ended a discount promotion for its customers. He points out the importance of considering the reaction of Czech consumers to similar promotions in advance. He says that at a time when Czechs are under pressure from high inflation, companies should carefully consider what discount campaigns to launch. You can read the full article on hn.cz.
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