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Advergames: Characteristics, Limitations And Potential

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  • Gurau Calin

Abstract

Advergames represent a new advertising concept that uses Internet technology to implement viral marketing campaigns. Despite the potential of this interactive advertising method, very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers’ perceptions and behaviour. Using secondary data, this paper attempts to evaluate the characteristics of effective advergames, and to analyse the effect of advergames on players’ perceptions and behaviour.

Suggested Citation

  • Gurau Calin, 2010. "Advergames: Characteristics, Limitations And Potential," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 726-730, July.
    • Handle: RePEc:ora:journl:v:1:y:2010:i:1:p:726-730
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    File URL: http://anale.steconomiceuoradea.ro/volume/2010/n1/114.pdf
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    References listed on IDEAS

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    1. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
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    Cited by:

    1. Ayşegül Sağkaya Güngör & Tuğçe Ozansoy Çadırcı, 2016. "Impact of Involvement and Cognitive Load on Aective Responses to Advergames and In-Game Advertising∗," Yildiz Social Science Review, Yildiz Technical University, vol. 2(2), pages 91-106.

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    More about this item

    Keywords

    online advertising; advergames; effectiveness;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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