Advergaming jako rozwijająca się forma komunikacji marketingowej

• Authors: Maciej Mitręga

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.

Keywords

PL

Gry komputerowe; Komunikowanie marketingowe; Reklama; Reklama komputerowa

EN

Advertising; Computer advertising; Computer games; Marketing communication

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2013
• Volume: 140
• Pages: 133-143

Contributors

author

Maciej Mitręga

References

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Identifiers

ISSN

2083-8611