Scholarly record

ADVERGAMING IN SLOVAK BRANDS

Katarina Durkova, Veronika Pizano

Abstract

Confirming the importance of marketing communication while building a brand value in the case of KRAFT in the 90s caused a strong increase in its use. While in 1996 the money inserted into the communication was counted as an expense after this year many companies started to consider them as an „investment“. On the other hand the interest of companies to communicate with their customers caused information blindness by flooding the media with commercial messages. Last 10-15 years produced a large number of innovations in the field of marketing communication. Product placement, guerilla marketing, viral marketing have been known tools for marketers already for decades, their increased use, however, came with Internet development. The need for new approaches brought as well changes in communication technologies and consumption of media. Smart phones with Internet access, expanding use of social media and multitasking reduced the effectiveness of traditional media perception. One possible way of attractive product connection with customers brought new technologies and the experiential marketing in computer games. There is a wide range of using the advergaming within the process of communication strategy and it brings many advantages to brand. This paper deals with the analysis of games that have been developed for Slovak market and with perception of individuals from target group of researched projects done through focus groups.

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DOI resolver: doi.org/10.5593/sgemsocial2014/B12/S2.005

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