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Nuevas fórmulas publicitarias: los advergames como herramienta de las comunicaciones de marketing

Author

Listed:
  • Martí Parreño, José
  • Currás Pérez, Rafael
  • Sánchez García, Isabel

Abstract

Los advergames son videojuegos orientados a la comunicación publicitaria. Su naturaleza de mensaje híbrido, al combinar contenido publicitario y contenido de entretenimiento, aporta interesantes posibilidades al desarrollo de comunicaciones de marketing en un entorno mediático en el que la publicidad tradicional ha ido perdiendo eficacia. El presente artículo delimita el concepto de advergame, analizando las diferentes tipologías existentes y sus efectos sobre diversos objetivos de marketing y de comunicación. Asimismo, se apuntan algunas recomendaciones a la hora de desarrollar comunicaciones de marketing mediante advergames, así como las cuestiones éticas y morales que deben considerarse

Suggested Citation

  • Martí Parreño, José & Currás Pérez, Rafael & Sánchez García, Isabel, 2012. "Nuevas fórmulas publicitarias: los advergames como herramienta de las comunicaciones de marketing," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:10237
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