Mobile Advertising: Mobile Advergame Models for Tourism Marketing (Narrative Advertising Models and Conceptualization in the Digital Age)
Yazarlar (1)
Prof. Dr. Evrim ÇELTEK
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
| Kitap Adı | Narrative Advertising Models and Conceptualization in the Digital Age |
| Bölüm(ler) | Mobile Advertising: Mobile Advergame Models for Tourism Marketing |
| Bölüm Sayfaları | 61-78 |
| Kitap Türü | Kitap Bölümü |
| Kitap Alt Türü | Alanında uluslararası yayınlanan kitap bölümü |
| Kitap Niteliği | Web of Science Core Collection indeksinde taranan bilimsel kitap |
| Kitap Dili | İngilizce |
| Basım Tarihi | 01-2017 |
| DOI Numarası | 10.4018/978-1-5225-2373-4.ch004 |
| ISBN | 9781522523741 |
| Basıldığı Ülke | Amerika Birleşik Devletleri |
| Basıldığı Şehir |
| Özet |
| Information sources for business activities have changed greatly over the last decade principally as a result of the impact of latest media and technologies. The utility of written media, like guides and brochures has been questioned. Traditional communication techniques are decreasing effectiveness and marketers are seeking inventive application to draw in customer. Advergames are a kind of branded entertainment that features advertising messages, logos and trade character in a game format and mobile advergames use interactive mobile multimedia system to make interactive entertainment that advertises or promotes product or services by embedding brand messages within the game action. Therefore, the potential effects of interactive promotions like advergame and mobile advergame on tourist's higher cognitive process and behavior is also important. The aim of this study is to supply an understanding of the qualities and potentials of the mobile advergame as an advertising and promoting tool for the tourism business. |
| Anahtar Kelimeler |
BM Sürdürülebilir Kalkınma Amaçları
| Atıf Sayıları | |
| WoS | 1 |