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

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

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.

Klíčová slova

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

Autoři

MRÁČEK, P.; MUCHA, M.

Rok RIV

2011

Vydáno

30. 9. 2011

Nakladatel

Tomas Bata University in Zlin, Faculty of Management and Economics

Místo

Zlín

ISSN

1804-171X

Periodikum

Journal of Competitiveness

Číslo

3/2011

Stát

Česká republika

Strany od

108

Strany do

118

Strany počet

11

BibTex

@article{BUT73667,
  author="Pavel {Mráček} and Martin {Mucha}",
  title="Application of Knowledge in Advergaming as Source of Possible Competitive Advantage",
  journal="Journal of Competitiveness",
  year="2011",
  number="3/2011",
  pages="108--118",
  issn="1804-171X"
}