PL EN


2013 | 140 | 133-143
Article title

Advergaming jako rozwijająca się forma komunikacji marketingowej

Authors
Content
Title variants
EN
Advergaming as the Developing form of Marketing Communication
Languages of publication
PL
Abstracts
EN
This paper focuses on advergaming as relatively new form of marketing communication. In the introduction the definition of advergaming as well as its meaning for marketing is presented. Secondly, paper sketches the typology of advergaming considering the most known criteria. Thirdly, prior studies on advergaming are reviewed and factors influencing on customers attitudes toward advergaming are discussed. The paper concludes deliberating on existing knowledge on marketing and suggests some directions for further research in this area.
Year
Volume
140
Pages
133-143
Physical description
Contributors
References
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Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.desklight-4d749a28-2176-414e-9671-3e1bd9d48533
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