Advertising in Games: Advergaming Applications in the Tourism Industry (Advertising and Branding: Concepts, Methodologies, Tools, and Applications)
Yazarlar (1)
Prof. Dr. Evrim ÇELTEK
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
| Kitap Adı | Advertising and Branding: Concepts, Methodologies, Tools, and Applications |
| Bölüm(ler) | Advertising in Games: Advergaming Applications in the Tourism Industry |
| Bölüm Sayfaları | 64-90 |
| Kitap Türü | Kitap Bölümü |
| Kitap Alt Türü | Alanında uluslararası yayınlanan kitap bölümü |
| Kitap Niteliği | Scopus indeksinde taranan bilimsel kitap |
| Kitap Dili | İngilizce |
| Basım Tarihi | 01-2017 |
| DOI Numarası | 10.4018/978-1-4666-8125-5.ch004 |
| ISBN | 9781522517948 |
| Basıldığı Ülke | Amerika Birleşik Devletleri |
| Basıldığı Şehir |
| Özet |
| Traditional marketing communication techniques are of diminishing effectiveness and marketers havedeveloped creative applications to attract consumers. Advergames can be seen as an attractive andnew marketing tool that increases product, brand and company awareness. Advergames are a formof branded entertainment that features advertising messages, brand logos, brand products and tradecharacter in a game format. The purpose of this chapter is to provide an understanding of the qualitiesand potentials of the advergames as an advertising and marketing communication tool for the tourismindustry. First, an overview of the various definitions of advergaming is provided, as well as a reviewof existing literature regarding its effectiveness. The study next examines the advergaming applicationsin the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challengesand opportunities faced in marketing tourism products by advergaming. |
| Anahtar Kelimeler |
BM Sürdürülebilir Kalkınma Amaçları
| Atıf Sayıları | |
| Google Scholar | 1 |