Advertising in Games

2017 ◽  
pp. 1083-1108
Author(s):  
Evrim Celtek
Keyword(s):  
Swot Analysis ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Communication Tool ◽  
Communication Techniques ◽  
Challenges And Opportunities ◽  
Game Format ◽  
Traditional Marketing ◽  
Marketing Tool ◽  
Brand Logos

Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.

Advertising in Games

2015 ◽  
pp. 64-89
Author(s):  
Evrim Celtek
Keyword(s):  
Swot Analysis ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Communication Tool ◽  
Communication Techniques ◽  
Challenges And Opportunities ◽  
Game Format ◽  
Traditional Marketing ◽  
Marketing Tool ◽  
Brand Logos

Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.

Mobile advergames in tourism marketing

2010 ◽  
Vol 16 (4) ◽  
pp. 267-281 ◽  
Author(s):  
Evrim Çeltek
Keyword(s):  
Mobile Phones ◽  
Computer Games ◽  
Swot Analysis ◽  
Tourism Industry ◽  
Viral Marketing ◽  
Marketing Communication ◽  
Tourism Marketing ◽  
Communication Techniques ◽  
Marketing Tool

In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term ‘advergame’ refers to games created by companies to promote their products or brand by combining ‘advertisement’, ‘computer games’ and ‘mobile phones’. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games.

scholarly journals Risks of using social media as a marketing tool for small producers in a developing country

2016 ◽  
Vol 6 (4) ◽  
pp. 369-374
Author(s):  
Khathutshelo M. Makhitha
Keyword(s):  
Social Media ◽  
South African ◽  
Marketing Communication ◽  
Communication Tool ◽  
African Government ◽  
Secondary Research ◽  
Emerging Country ◽  
Marketing Tool ◽  
Small Producers ◽  
Marketing Agency

The aim of this secondary research is to determine the suitability of social media as an element of marketing communication for craft producers. Secondary research was used to determine the suitability of social media as an element of marketing communication for craft producers in an emerging country. The growth in the craft market is also associated with the rise in local interest in South African craft fuelled by trends towards ethnic, rustic, earthy styles and increasing national pride and the return of local values. The consulted secondary resources confirm that social media has the potential to help crafters to create better brand awareness, better relationships with customers, and increase sales via these mechanisms. However, the major challenge for craft producers to use social media as a communication tool will be limited resources and illiteracy. The research recommends that the South African government provide support in the form of a centralized marketing agency that uses social media to promote craft producers products.

scholarly journals The capital of Ukraine as a perspective market of inbound tourism

2018 ◽  
Keyword(s):  
Swot Analysis ◽  
Marketing Research ◽  
Tourism Industry ◽  
Sources Of Information ◽  
Market Creation ◽  
Demographic Indicators ◽  
Inbound Tourism ◽  
Challenges And Opportunities ◽  
World Class ◽  
Tourism Activity

The article analyzes the inbound and domestic tourism market of the capital of Ukraine Kyiv as a priority target audience of consumers of the all-Ukrainian tourist product. The subject of research of the article is the capital of Ukraine as a perspective market of inbound tourism. The main goal of this article is to research the Kyiv tourist market in the context of the development and implementation of tourism strategies of Ukraine as a whole, as well as other Ukrainian cities. In addition, it is important to analyze the foreign visitors and their behavior for more systematic work on the development of the tourism industry in the country. Another part is to determine the preferences of internal Kyiv tourists, which must necessarily be taken into account when creating target tourism products for the citizens of Kyiv. The objectives are to analyze the features of railway and aviation communication between Kyiv and other countries, to research the dynamics of statistical indicators, as well as the results of economic activity of tourism industry subjects of the city of Kyiv, to represent the results of marketing research of the socio-demographic indicators of foreign and domestic visitors of the capital, their goals of travel, terms of stay, sources of information about Kyiv and the amount of travel expenses. The result of the research is the SWOT-analysis of Kyiv in terms of the tourist attractiveness, challenges and opportunities of the capital. The conclusions are the main recommendations for subject of tourism activity of Kyiv for increasing the tourist flows to Kyiv, namely: improving of the image of the capital and neutralizing the reputation of a dangerous city; clear targeting of the consumer market; creation of a competitive tourist product for certain categories of tourists; holding a large number of world-class events in the capital; training of Chinese-speaking guides as well as personnel of service facilities; promotion of accommodations to get official category; legalization of the casino as a significant factor in increasing of the tourist attractiveness of the destination; creation of convenient public transport logistics and navigation in three languages (Ukrainian, English, Chinese); improvement of amenities; establishment of infrastructure for active recreation, people with disabilities and for children.

scholarly journals Farmers’ Markets: Positive Feelings of Instagram Posts

2016 ◽  
Vol 64 (6) ◽  
pp. 2095-2100 ◽  
Author(s):  
Ladislav Pilař ◽  
Tereza Balcarová ◽  
Stanislav Rojík
Keyword(s):  
Cultural Differences ◽  
Brand Management ◽  
Geographic Location ◽  
Farmers Markets ◽  
Marketing Communication ◽  
Communication Tool ◽  
Personal Level ◽  
Positive Feelings ◽  
Marketing Tool ◽  
Group Characteristics

With increasing consumer requirements, farmers and vendors see the importance of social media as a marketing tool to engage with consumers. In particular, on a more personal level for reasons of brand management. Instagram is becoming increasingly popular as a marketing communication tool. The aim of this paper is to identify areas that users evaluate in terms of positive feelings in connection with farmers’ markets. The results are based on the analysis of the worldwide, and Czech, instagram social network. Instagram posts were identified on the basis of keywords, such as #farmarsketrhy and #farmersmarkets. The results of the study are based on 100,000 contributions on Instagram made by 55,632 users. The analysis contains 1,357,812 ‘unique’ words. The results identified six major areas (1) Healthy (2) Good (3) Great (4) Happy (5) Nice (6) Perfect. An appropriately posted hashtag indicated the positive feelings that were evoked and then assigned to a matching category. The research results are used to identify group characteristics that exert these positive feelings while visiting farmers’ markets. These results can be used to build communications campaigns for farmers’ markets. They can also be used as a basis for further research in defining the behaviour of farmers’ markets visitors, based on cultural differences arising from geographic location.

scholarly journals STRATEGI CITY BRANDING MELALUI GELARAN BUDAYA TARI SPARKLING SEBAGAI KOMUNIKASI PARIWISATA KOTA SURABAYA

2020 ◽  
Vol 8 (1) ◽  
pp. 20-29
Author(s):  
Seyla Pratiwi Lestari ◽  
Glorya Agustiningsih
Keyword(s):  
Tourism Industry ◽  
City Government ◽  
Scientific Development ◽  
Marketing Communication ◽  
City Branding ◽  
Communication Tool ◽  
Dance Culture ◽  
Information Center ◽  
The City ◽  
Tourist Information

City branding is a strategy used by a city to build and communicate city’s strong positioning regionally and globally through tourism promotion. City branding of Surabaya is a form of Surabaya marketing communication tool in tourism, following the era where cities today rely on branding for packaging and promoting tourism in the city. Sparkling Surabaya promotional activities are carried out in various forms summarized in promotion and cooperation. Promotional material in the form of brochures, books, calendars, posters, pamphlets, stickers, photos, videos, maps, souvenirs, and free magazines can be found at the Tourist Information Center (TIC), hotels, and various other places that are easily accessible to the tourists. One of marketing communications tools of city branding arised nowadays is a cultural event, such as Sparkling Surabaya dance that expresses the city of Surabaya through motion as language of symbols. This study aims to determine the city branding strategy in an effort to promote tourism through the Sparkling dance culture event in Surabaya. The research method uses a qualitative approach with interviews and documentation as data collection techniques. The results of the research are useful for scientific development in the field of communication, especially for city government and the tourism industry in practical terms.   Keywords: City Branding, Sparkling Surabaya Dance, Tourism Communication.

Facebook als corporate-communicatietool voor bedrijven?

2015 ◽  
Vol 43 (1) ◽  
Author(s):  
Hannelore Crijns PhD ◽  
Liselot Hudders ◽  
Verolien Cauberghe ◽  
An-Sofie Claeys
Keyword(s):  
Content Analysis ◽  
Social Network ◽  
Public Relations ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Marketing Communication ◽  
Communication Tool ◽  
Social Network Site ◽  
Network Site ◽  
The Social

Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site This study used a quantitative content analysis to investigate how twelve reputable Belgian companies use Facebook as a corporate communication tool. Findings indicate that companies use Facebook more often to post public relations than marketing communication content. The former is also more often shared than the latter. However, the latter creates more engagement in terms of reactions of the company on comments of users. Furthermore, about one fourth of the company posts did not generate any written reactions from users and can be classified as one-way communication. Almost 40% of the posts generated reactions from the users. To conclude, in one third of the cases companies reacted on these reactions of users, and results reveal that this is more often the case when it concerns public relations content than marketing communication content. Reputation score was not able to predict the communication strategy used on Facebook.

Smartphone Adoption on Fruit Marketing Communication: a Traders Perception

2020 ◽  
Vol 19 (2) ◽  
pp. 433-446
Author(s):  
Heri Akhmadi ◽  
Muhammad Fauzan
Keyword(s):  
Descriptive Analysis ◽  
Low Complexity ◽  
Ease Of Use ◽  
Relative Advantage ◽  
Marketing Communication ◽  
Communication Tool ◽  
Marketing Activities ◽  
High Level ◽  
Media Applications ◽  
Yogyakarta City

Smartphone is one of the information technology devices that widely used by traders in marketing activities. Aside from being a communication tool, traders also utilize smartphones to obtain market information and communicate about products and services to consumers. This study aims to analyze profile and perceptions of fruit traders in using smartphones as a marketing communication tool. This research employed quantitative method and descriptive analysis using five point Likert scale to examine  the  perception of fruit traders in Yogyakarta City. The results revealed that traders adopted smartphones on fruit marketing communication due to it perceived to provide a relative advantage, with a high level of ease of use, visible benefits, and low complexity and risk. Furthermore, Samsung, Telkomsel, and WhatsApp were brands of smartphones, telecommunications providers, and social media applications mostly chose by traders.

Potensi Pariwisata Dan Strategi Pengembangan Desa Wisata Sukajadi di Kabupaten Bogor

2021 ◽  
Vol 2 (1) ◽  
pp. 13-26
Author(s):  
Dina Mayasari Soeswoyo
Keyword(s):  
Development Strategy ◽  
Environmental Sustainability ◽  
Swot Analysis ◽  
Tourism Development ◽  
Secondary Data ◽  
Community Support ◽  
Tourism Industry ◽  
Matrix Analysis ◽  
Primary Data ◽  
Tourist Attractions

This study identifies the potential of tourism products in Sukajadi Village Bogor Regency based on ten (10) tourism components as well as its development strategy, which is currently included in the category of a newly developing tourist village. The results of this research are aggressive and serious development strategies in all aspects of the tourism component, namely increasing the quality and diversification of tourist attractions and activities, accessibility, improving the quality and quantity of tourism amenities, improving the quality of human resources & institutions, community support, land use, tourism industry cooperation, as well as marketing aspects. This research type is a descriptive qualitative with a case study exploratory approach. Primary data is obtained from direct observation and interviews with key informants, namely Pokdarwis and the Village Head, while secondary data is the result of literature studies and research documentation. The analysis technique of this research uses SWOT analysis and Matrix, analysis of the work program of the vision for tourism development of the Bogor Regency Government which refers to local government master plan for tourism development (RIPPARDA), and also analysis of the Cleanlines, Health, Safety and Environmental Sustainability (CHSE) guidelines.

Sign in / Sign up

Export Citation Format

Share Document