Práva na označení podnikatelů v praxi obchodních společností
Propagace právníků
Eva Tomášková
eva.tomaskova@law.muni.cz

Promotional mix I
lAdvertising - Any paid presentation and promotion of ideas, goods, or services by an identified
sponsor.
lExamples: Radio, television, billboard, direct mail, brochures and catalogs, Web pages, banner ads
etc.
lYour experience?
l
lPersonal Selling - through the use of an oral presentation.
lExamples: Sales presentations, sales meetings, samples, and telemarketing. Can be face-to-face or
via telephone.
lYour experience?
l
lSales promotion - marketing communication are employed for a pre-determined, limited time to
increase demand of current customers and stimulate new customers.
lExamples: Coupons, product samples, rebates, self-liquidating premiums, trade shows etc.
lYour experience?
l
lPublic relations - Paid stimulation of supply for a product or a company by significant news about
it or a favorable presentation of it in the media.
lExamples: Newspaper and magazine articles/reports, TVs and radio presentations, speeches, issue
advertising, seminars, facebook.
lYour experience?
l

Promotional mix II
lDirect Marketing - sends its message directly to consumers.
lExample:  catalogue distribution, promotional letters, and street advertising
lYour experience?
l
lExhibitions - Let potential buyers try the product. Advantage is that businessmen know directly
what people see in a product. Opposite, competitors can see exactly what a company is doing.
lExample: trade fairs, trade shows or exposition
lYour experience?
l
lCorporate image - The Image is a crucial point in marketing. If the reputation of a company is
bad, consumers are not less willing to buy a product from this company as they would have been, if
the company had a good image.
lExample: Sponsorship - patronize of a social groups, sponsor hard sick children, patronize some
plants or animals, etc.
lYour experience?
l

Task
lWhich kind of promotion can be used for lawyers?
lAds
lPersonal selling
lSales promotion
lDirect marketing
lPublic relations
lExhibitions
lCorporate image
l
l

Promotional mix at Lawyers in the Czech Republic
lAllowed:
lSelected types of Advertising
lSelected types of Public Relations
lExhibitions
lCorporate image
l
lProhibited:
lSales Promotion
lDirect Marketing
lPersonal Selling

Trends in Advertising
lSocial media, mobile and internet advertising grew in the last years
l
lOlder media advertising saw declines: the most at newspaper
l
lAnother significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads.
l
l

Promotion - spots
lhttps://www.ispot.tv/ad/w6vB/1-800-law-firm-mesothelioma?autoplay=1
l
lhttps://www.ispot.tv/ad/7Jf3/avvo-when-you-need-a-lawyer?autoplay=1
l
lhttps://www.ispot.tv/ad/wyl4/legal-help-center-listen-up
l
lhttps://www.youtube.com/watch?v=EWNsC519wjw
l
lhttps://www.youtube.com/watch?v=6TGH-5Nhyak
l
lhttps://www.youtube.com/watch?v=Hr5_Me06z5g
l
lhttps://www.youtube.com/watch?v=HL3MxAH-kDI
l
lhttps://www.youtube.com/watch?v=pzVkbKUFTmY
l
lhttps://www.youtube.com/watch?v=0n01Q_GYsEU
l
lhttps://www.youtube.com/watch?v=ViWf6HptQrE
l
lhttps://www.youtube.com/watch?v=9PwGcFBayxM
lhttps://www.texaslawhawk.com/video-center/videos/santa-gets-arrested-bryan-wilson-texas-law-hawk-/
l
l
l

Websites of law firms
lBasic information
lLegal expertise (practice areas)
lPrice
lProfile
lContact
l
lWidespread information
lEmotional reason (The interests of our clients are our interests, providing a large portfolio of
legal services)
lInterests or News from the area of Law (useful links, firm's news)
lCertificates (Awards)
lPublications
lRecent Major Assignments
lLanguages
lCustomer services (online advice, free parking for clients, unlimited calling, calling 24 hours
etc.)
lProjects sponsoring (eg. Medicine projects)
l
l
l
l
l

Task
lMake analysis of websites of these law firms:
lhttp://www.advokatky.cz/?lang=en
lhttp://www.ksb.cz/en/
lhttp://www.akkb.cz/en/index
lhttps://www.havelpartners.cz/en/
l
lWhat type of clients (segment) is expressed?
lWhat are strengths of the websites?
lWhat are weaknesses of the websites?
lDo you have any recommendation for improving of websites?
l

Strengths of the websites
lhttps://www.havelpartners.cz/en/
lCertifications, 18 fields of law
lhttp://www.akkb.cz/en/index
l16 field of law (services), a lot of news
lhttp://www.advokatky.cz/?page_id=648&lang=en
lLanguages, a lot of other services
lhttp://www.ksb.cz/en/
lKnowledge in a lot of industries
l

Weaknesses of the websites
lhttp://www.havelholasek.cz/en
lOnly 2 languages
lhttp://www.akkb.cz/en/index
lgray colour
lColour is very important – see (table in the end of the article):
lhttps://nejinfografiky.cz/vyznam-barev-v-ruznych-kulturach-a-jejich-vliv-na-konverzi-infografika/
l
lhttp://www.advokatky.cz/?page_id=648&lang=en
lOnly women, short CV
lhttp://www.ksb.cz/en/
lGray colour
l
l
l
l