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New advertising formats: advergames as a marketing communication tool
José Martí Parreño / Rafael Currás Pérez / Isabel Sánchez García
Universitat de València
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.
KeyWords: Advertising; alternative media; videogames; advergames
DOI: 10.5295/cdg.100236jm
Bibliographic: MARTÍ, J.; CURRÁS, R. y SÁNCHEZ, I.: "Nuevas fórmulas publicitarias: los advergames como herramienta de las comunicaciones de marketing", Cuadernos de Gestión Vol. 12 - N.º 2 (Año 2012), pp. 43-58. DOI: 10.5295/cdg.100236jm
JEL Classification: M37


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