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Journal of Competitiveness

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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Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage [PDF file] [Filesize: 1.83 MB]


Journal of Competitiveness

  

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ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)


Creative Commons License
The journal offers access to the contents in the open access system on the principles license Creative Commons (CC BY 4.0).