Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
Mráček Pavel, Mucha Martin
Keywords:
Advergaming, Competitiveness, Competitive Advantage, In-Game-Advertising, Knowledge
Abstract:
The article focuses on the question of the utilization of knowledge in advergaming (an original
tool of the marketing communication) as a possible source of competitive advantage. Related
terms are briefly described and the research was conducted within a group of young people in
the Czech Republic. The research confirms that, just advergaming might have the potential for
acquiring “consumers of the advertising message” and, consequently, the possible broadening
of the knowledge of the company. The output then becomes the scheme for displaying the
links and the utilization of the knowledge in the advergame itself.
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