Detail publikace

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

MRÁČEK, P. MUCHA, M.

Originální název

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Anglický název

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Jazyk

en

Originální abstrakt

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.

Anglický abstrakt

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.

Dokumenty

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"
}