Advergame: Potential and Prospects for Advertising Strategy

Azaze Azizi Abdul Adis and Hyung, Jun Kim (2016) Advergame: Potential and Prospects for Advertising Strategy. Journal of BIMP-EAGA Regional Development, 2 (1). pp. 43-51. ISSN 2232-1055

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Abstract

This paper aims to discuss the concept of advergames and its benefits from the marketing perspectives and also the future potential of advergames. It suggests that marketing communication by using games, as a medium will result into more effective marketing communication strategy to the brand developer. The concepts of advergames and its types were both discussed. Then, the advantages and disadvantages of using advergames were also explained and how advergames differs compared to other media. Finally, the potential and prospects of advergames that would give opportunities to marketing practitioner completes the discussion of this paper.

Item Type:	Article
Keyword:	Advergame , Advertising , Marketing
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	13 Jul 2022 04:39
Last Modified:	13 Jul 2022 04:39
URI:	https://eprints.ums.edu.my/id/eprint/33178

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