New advertising formats: advergames as a marketing communication tool
Year: 2011
Type: article
Abstract: Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper clarifies the concept of advergame, analysing the different types of advergames and their effects on marketing and communication goals. Furthermore some recommendations for implementing marketing communication through advergames are provided, as well as ethic and moral issues that should be considered.
Source: Cuadernos de Gestión
DOI: 10.5295/cdg.100236jm
Authors: Universitat de València, Facultad de Economía, Dpto. Comercialización e Investigación de Mercados, Avda. Tarongers s/n 46022 Valencia, España. Email: [email protected], José Martí Parreño, Rafael Currás Pérez, Universitat de València, Facultad de Economía, Dpto. Comercialización e Investigación de Mercados, Avda. Tarongers s/n 46022 Valencia, España. Email: [email protected], Isabel Sánchez García, Universitat de València, Facultad de Economía, Dpto. Comercialización e Investigación de Mercados, Avda. Tarongers s/n 46022 Valencia, España. Email: isabel.sanchez@ uv.es
Institutions: Universidad Europea de Valencia, Universitat de València
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1991591398