Publication detail

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

MRÁČEK, P. MUCHA, M.

Original Title

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

English Title

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Type

journal article - other

Language

en

Original Abstract

The article is involved in the question of the utilization of the knowledge in the advergaming (an original tool of the marketing communication) as the source of a possible competitive advantage. Related terms are briefly described as well as the research carried-out within the group of young people in the Czech Republic. The research confirms that just the advergaming might have the potential for the acquisition of the "consumers of the advertising message" and, consequently, the possible broadening of the knowledge of the company. The output is then the scheme displaying the links and the utilization of the knowledge in the advergame itself.

English abstract

The article is involved in the question of the utilization of the knowledge in the advergaming (an original tool of the marketing communication) as the source of a possible competitive advantage. Related terms are briefly described as well as the research carried-out within the group of young people in the Czech Republic. The research confirms that just the advergaming might have the potential for the acquisition of the "consumers of the advertising message" and, consequently, the possible broadening of the knowledge of the company. The output is then the scheme displaying the links and the utilization of the knowledge in the advergame itself.

Keywords

Advergaming, Competitiveness, Competitive Advantage, In-Game-Advertising, Knowledge

RIV year

2011

Released

30.09.2011

Publisher

Tomas Bata University in Zlin, Faculty of Management and Economics

Location

Zlín

Pages from

108

Pages to

118

Pages count

11

BibTex


@article{BUT73667,
  author="Pavel {Mráček} and Martin {Mucha}",
  title="Application of Knowledge in Advergaming as Source of Possible Competitive Advantage",
  annote="The article is involved in the question of the utilization of the knowledge in the advergaming (an original tool of the marketing communication) as the source of a possible competitive advantage. Related terms are briefly described as well as the research carried-out within the group of young people in the Czech Republic. The research confirms that just the advergaming might have the potential for the acquisition of the "consumers of the advertising message" and, consequently, the possible broadening of the knowledge of the company. The output is then the scheme displaying the links and the utilization of the knowledge in the advergame itself.",
  address="Tomas Bata University in Zlin, Faculty of Management and Economics",
  chapter="73667",
  institution="Tomas Bata University in Zlin, Faculty of Management and Economics",
  number="3/2011",
  year="2011",
  month="september",
  pages="108--118",
  publisher="Tomas Bata University in Zlin, Faculty of Management and Economics",
  type="journal article - other"
}