Power Of Advergaming And Its Impacts On Consumers Marketing Essay

Power Of Advergaming And Its Impacts On Con uni starrs market EssayWithin the concept of social media, the mass media trade strategy is one of the crucial tools of product placement on the technical persuasion and merriment.Thesis Assessment of advergaming with respect to its development process, impacts and fashion how custom of advergaming changes as product shell differs and what argon the advantages/strengths and disadvantages/weaknesses of advergaming.INTRODUCTIONTABLE OF table of contentsCHAPTERS1. ADVERAGAMING AS MASS MEDIA MARKETING STRATEGY1.1. DEFINITION OF ADVERGAMING1.2. DEVELOPING AN ADVERGAME /ADVERGAMING AS A FUTURE TOOL2. USAGE OF ADVERGAMING BY BRANDS2.1. THE INTERNET achievement2.2. IN GAME ADVEISING VIRAL MARKETING3. THE IMPACT OF ADVERGAMING3.1. INFLUENCE ON PLAYER3.2. RESEARCH ON CUSTOMER BEHAVIOR4. DIFFERENCE THAN configurationer(a) ADVERTISING TOOLS4.1. ADVANTAGES/STRENGTHS4.2. DISADVANTAGES/WEAKNESSES5. USAGE OF ADVERGAMING IN TURKEY***EXAMPLES6. HO W USAGE OF ADVERGAMING CHANGES AS crossing TYPE DIFFERSCONCLUSIONREFERENCESADVERAGAMING AS MASS MEDIA MARKETING STRATEGY explanation of AdvergamingThe perplexity of what advergaming is grass be approximated in diffrent ways. In the manner of linguistic portmanteau it is of announce and gaming. Techniquely, it is the practice of using television games to advertise a product, organization or overhearpoint. 2 As a term, it was coined in January 2000 by Anthony Giallourakis. later(prenominal) on it was mentioned by Wireds Jargon Watch column in 2001. 2 An advergame is an online impression game that has distinguish related images and/or themes embedded within it. As marketers arouse begun to catch on to the intellection, Websites containing advergames bemuse been published by a diverse variety of corporations and non-profit organizations. 1Besides the usages of product placement within a game, a more than opinionive and innovative way of designing a game only for the purpo se of publicize a gull or a product is freshly world use by adman in station to master to targets on an online platform. Advergames atomic number 18 such video games which be funded directly by an advertiser. Also, they usually ar distributed free of blame to the consumers. The differences between the product placement and advergaming was clearly determined in the bring on Changing the Game, by David Edery and Ethan Mollic like risquely integrated product placement, well-designed advergames halt the power to entertain consumers in an engaging and informative way. On the early(a) hand, unlike product placement advergames killer business more catch over the context in which the marker is experienced by consumers and saves them the doable hassle of operating within the constraints imposed by game developers. 3To sum up, advergaming is an interactive game-product created for cosmos more well known by the customers and change magnitude label equity. The core idea of advergame is receiving information while entertaining the game. The other(a)(a) facilities of advergames give be examined in the future(a) sections.Developing an Advergame / Advergaming as a future toolAdvergames argon still a very overbold research area. With the usage of simulations, advergames aims to inform the customers nearly what they will experience after trying the product in real life. Advergames as well as have the exponent to create curiosity in the minds of targets which would lead a high marketing rate. One o the greatest example of advergaming is the Americans Army. 8 The actual aim behind developing such a game was first by allure the gamers being a solider, increasing the army population. Today, the game has more than 100.000 gamers. Similarly, in order to take attention to the hunger and starvation problem in the world, United Nations besides developed an advergame called Food Force.These two huge projects pose us how much an advergame would be powe rful and influential in the lumber run. The benefits of advergames such as the brand image reinforcement, databases created from the advergame can be used for demographics research, targeted markets can be reached by your advertising (when the game link is emailed), visitors may spend more time on your site, increased traffic callable to viral marketing. 5USAGE OF ADVERGAMINGWhile the usage of advergaming being explained, firstly the question of why advergames should be used has to be answered. Most of the publicizing forms sire the customers to loose their interest and patience. So therefore, advergames which has the benefits mentioned above are very welcomed as an innovative way of both advertising and advertainment. The reason is because the high interaction pull ups consumers to join the game. In the world of Advergame, the participation of game is the participation of advertisement. 9 Interactivity, uniqueness, viality, engine room are the basic content for the questio n of how an advergame should be. 9Secondly, the brands should care about the following points if they want to use advergames more effectively and create powerful advergames. The step can be sorted as first, brand and target convention positioning analysis (e-marketing strategy analysis) have to be done. Later, game cooking and design (Market specific game planning and project plan) is postulate to be transactd. Third, creative design and programming (art design and art programming development) is also necessity for a strong advergame. Then, game onward motion and publication (make the website promotion plan) and collection and analysis of statistics emerges. Lastly, online evaluation and suggestions are done for a complete advergame. 9All in all, the usage of advergames has to be considered in two perspectives which are why a company should take advantage of advergames and how should it create a more powerful one in order to reach more customers and have more profit. In the f ollowing parts the meshing effect in our lives will be considered to give a wider point of view that the advergames are the most influential and powerful tools of online advertising. Further, the in-game advergaming and viral marketing concepts which are the tools of advergaming process will briefly be explained.The Internet effectSince stint the most number of customers is the main aim of brands to increase their profits, in order to be being known by a wider mass, they first have to conquer the areas used by these customers. Internet is one of these fields since it is being used by almost everyone nowadays. In his article The Ability of mark Online Games to Build Brand Equity An Exploratory Study, David Deal approaches the increasing usage of internet as a growing trend toward turning off the television and tuning in to the Internet is forcing many marketers to enter a relatively unexplored advertising arena where the best methods of grasp and influencing customers are as yet unknown.1 In the article he also argues, the studies have effectuate that many Internet drug users spend their online time by compete video games. This realization, with the help of the researches leads a unexampled mass media marketing strategy that integrates games with advertisements which is advergaming a hybrid form of branded entertainment. 1The growing use and sufferance of internet in our lives, forced the marketers to use new media rich forms of online entertainment ways where they are more interactive and incorporated than previous ones. This also results with spending less(prenominal) time with traditional media, especially television. The rest of the vacuous time is being preferred to be spent on internet. 1 Therefore, one of the best ways to include a marketing message which is needed to be reallocated by the companies, become internet. Furthermore, a greater portion of the internet population is getting used to the new forms of entertainment, especially with the available video games. 1 That is actually where advergaming takes its power from.Within the last ten years, the aim of reaching these online consumers was very crucial for advertisers. In order to discover that how much an sightly individual looks at a Website page, there have been several(prenominal) studies done. The results manifest less than half of all banner ads to which people were exposed, are being perceived. 5, 9 As a result, advertisements that people purposely avoid viewing just now do not have an opportunity to make an impression. 1 Then the idea of forcing the consumers to look at these online ads became a new trend. The pop-ups, interstitials, and pop-unders which were very intrusive, were found to be even more disliked than banner ads. 1 One of the imported points of this type of advertising is the amount of time that the gamers spend not only by playing the game but also by interacting with an advergame and as a result being exposed to the marketing message. Ther e are several factors determine the time interval such as age, gender, type of game, and elaborateness with brand or product. The duration can range from 5-7 minutes (for a typical scenario) to 35 minutes (such as for Coca-Colas Live the Madness game) or longer 13, 16. 1In game advertising Viral MarketingAdvergaming can be achieved mainly by two different ways. First, the brands can elevate thir own games and present to the customers. Second, they can also place the ad in to the games that already exist and have many players. The Sims or Second spiritedness would be given as examples. The second is also named as in-game advertising. Moreover, beyond in-game advertising, Internet also encourages the gamers (users) to invite their friends to participate the games which could favor promotion form mouth to mouth, or viral marketing 2 where it can be be as a marketing technique whereby information about a companys goods or services is passed electronically from one Internet user to another.In game advertising is being used very commonly since it is easier and less costly for a company than building their own online game. Also, by placing their logos, brand images, or the products as a simulation into a game, which is widely being played all around the world, companies can increase the probability to reach more and more customers. It is a huge arena so that impacts will also be quite large.THE IMPACT OF ADVERGAMINGInfluence on children nutritious vs. ObesityAdvergames are one of the most used marketing strategies to attract children and teenagers, creating in them an excited link with the brand. This strategy can modify attitudes, in many occasions without applying responsible consumption, because the processes by which children purchases decisions are made are not as structured as adult decisions. 7Its Childs Play Advergaming and the Online Marketing of Food to Children 10how advergames, which are online computer games developed to market a product, run into consumption of healthier and less healthy snacks by lowincome African American children.6Playing With Food Content Analysis of Food Advergames 11 iyi anlamdaGames with an Agenda fun for Consciousness Building 12Researchs on customer and advergame relationSince the advergaming concept is a new format of advertising, even though it appears as promising, there have been a very little number of researches on it that scientifically come on its effectiveness. Also the adoption of the customers all around the world has not been justify yet and still unknown. 1 However, its potential cannot be underestimated.Before considering some of the researches and their results, it is necessary to mention that, since the advergaming is an internet based online advertisement form and most of the user or gamer population is composed of children and teenagers, the advergames target these two groups at most. However, the recent researches demonstrate that not only kids and teens but also many other sur fers play advergames. 59% of the boys ages 13 to 17, 62% of the men ages 18 to 24 who go online, the largest group of women game players is between the ages of 45 and 54. 5 So therefore, harmonise to that statistics it can be claimed that the advergaming is not only for kids any more.Here are some of the research examples and it will be examined that how there researches resulted in the agent of advergaming. These types of researches are trying to measure the effects of online advertising on customers, by analyse interactive and non-interactive ads in order to determine their relative efficiencies across brand equity. At the end, it is concluded that visually stimulating and interactive forms of advertising are more effective at brand building in the sense of components of brand equity (aided brand awareness, online ad awareness, message association, brand favorability, and purchase intent). Indeed, highly interactive and animated advertising format could be expected to have a g reater impact on brand equity than a traditional banner advertisement.1Some other studies are trying to figure out the emotional attachment of users to the brand. They claim that this emotional arousal generated by a brand with an interactive format of advertising increases an individuals attitude toward the advertisement positively to which they are exposed. The results show that the greater degrees of interactivity with an advertisement produced the higher levels of appreciation for the ad itself and for the Website on which it was deployed. 1To sum up, researches have found that the less time a person that enjoys an advertisement spends thinking about the actual marketing message itself, the more they will like the advertisement 18. 1 These studies indicate that for the advertisement the advergames could be expected to have a high level of appreciation.DIFFERENCE THAN OTHER ADVERTISING TOOLSAdvantages/strengthsA 2002 study comparing different ad types 12 found that advertisements that involved animations and/or interactivity were twice as effective as ordinary banner ads at generating message association, a component of brand equity.Interactive ads were compared to non-interactive ads to determine their relative merits across five-spot different components of brand equity (aided brand awareness, online ad awareness, message association, brand favorability, and purchase intent).Disadvantages/weaknessesUSAGE OF ADVERGAMING IN TURKEYExamplesRabarba.comHOW USAGE OF ADVERGAMING CHANGES AS reaping TYPE DIFFERSCONLUSIONTraditional product placement has taken on new meaning and force.