Advergaming and In-game Advertising: An Approach to the Next Generation of Advertising - Brossura

Marolf, Gerald

Brossura

ISBN 10: 3836402858 ISBN 13: 9783836402859

Casa editrice: Vdm Verlag Dr Mueller E K, 2007

Riassunto

The term Advergaming is used to describe the different possibilities to advertise brands or products with or within computer- and video games. This book displays all developments that have been made from the early 1980s until 2006 in the field of Advergaming. In general two different forms of Advergaming can be distinguished. On one hand, advertising a brand or product with a computer-game (done on the Internet with so-called Adgames) is often synonymously called Advergames. On the other hand, advertising in computerand video games is a phenomenon that is emerging swiftly and is described under the term In-Game Advertising. The aim of this book stands in a clear definition of the market for Advergaming, a critical overview of possibilities for brands to position themselves, as well as the danger that underlies advertising in games. The very actual topic of Advergaming, including Adgames and In-Game Advertising, is discussed in its entireness in this book, and through different frameworks, analyses, elucidations and expert interviews new approaches and consolidations can be made for practitioners to better understand the delicate high potential opportunities that Advergaming and In-Game Advertising gives.

Dettagli dell'edizione

• Editore: Vdm Verlag Dr Mueller E K
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 3836402858
• ISBN 13: 9783836402859
• Rilegatura: Copertina flessibile
• Numero di pagine: 176
• Contatto del produttore: non disponibile
• Persona responsabile: Buchpark GmbH; gpsr@buchpark.de; ; Krügerweg 1; Trebbin; Brandenburg; 14959; Germania