American Journal of Marketing Research
Articles Information
American Journal of Marketing Research, Vol.2, No.2, Apr. 2016, Pub. Date: Apr. 5, 2016
The Use of Mobile Advergame as Brand Communication Tool: Case Study “Vodafon City”
Pages: 61-72 Views: 10430 Downloads: 3865
Authors
[01] Servet Gura, Department of Marketing & Tourism, Faculty of Economy, University of Tirana, Tirana, Albania.
[02] Kriselda Gura, Department of Finance, Faculty of Economy, University of Tirana, Tirana, Albania.
Abstract
Recently, mobile games have become an important manner of entertainment and they are still widely used. These developments have attracted the attention of marketers and help them realize the tremendous potential for the transmission of advertising message to consumers through those games. Numerous studies conducted on this subject have shown that Advergame is an effective channel of communication and can help in brand awareness creation. Also, they have cheap costs compared to traditional ways of advertising and are easy realized. Albanian companies operating in various sectors, have also begun to apply this method of advertising, following so the worldwide trend. This study recalls specific issues from the experience of an Albanian company that has practiced advergaming as a way of advertising. The study concludes that: effective advergame with all its characteristics, manages to affect the brand recognition and help in customer relationship management; a good design of advergame helps in realization of different functions of the company, such as, social responsibility; advergame help in measuring the impact of the campaign in a short time as well as the creation of a database available for different uses in the future. The paper recommends full compliance between the content of the game and the services / products company offers, involvement of all the consumers because differentiation of them may cause the reverse effect, as well as, understandability and clarity in the design of the game.
Keywords
Mobile Advergame, Online Advertising, Interaction, Vodafone City
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