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Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage

Journal of competitiveness, 2011-09, Vol.3 (3) [Peer Reviewed Journal]

Copyright Tomas Bata University in Zlin, Faculty of Management and Economics Sep 2011 ;ISSN: 1804-171X ;EISSN: 1804-1728

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  • Title:
    Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
  • Author: Mrácek, Pavel ; Mucha, Martin
  • Subjects: Advertising ; Competitive advantage ; Computer & video games ; Knowledge management ; Marketing ; Software industry ; Studies
  • Is Part Of: Journal of competitiveness, 2011-09, Vol.3 (3)
  • Description: 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.
  • Publisher: Zlin: Tomas Bata University in Zlin, Faculty of Management and Economics
  • Language: Czech;English
  • Identifier: ISSN: 1804-171X
    EISSN: 1804-1728
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
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