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

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....

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Bibliographic Details
Main Authors:	Mráček Pavel, Mucha Martin
Format:	Article
Language:	English
Published:	Tomas Bata University in Zlín 2011-09-01
Series:	Journal of Competitiveness
Subjects:	Advergaming Competitiveness Competitive Advantage In-Game-Advertising Knowledge
Online Access:	http://www.cjournal.cz/files/71.pdf

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spelling	doaj-554b1d584d3d4f139c68e7032fc9b1712020-11-24T22:37:19ZengTomas Bata University in ZlínJournal of Competitiveness1804-171X1804-17282011-09-0120113108118Application of Knowledge in Advergaming as a Possible Source of Competitive AdvantageMráček PavelMucha MartinThe 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.http://www.cjournal.cz/files/71.pdfAdvergamingCompetitivenessCompetitive AdvantageIn-Game-AdvertisingKnowledge
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Mráček Pavel Mucha Martin
spellingShingle	Mráček Pavel Mucha Martin Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage Journal of Competitiveness Advergaming Competitiveness Competitive Advantage In-Game-Advertising Knowledge
author_facet	Mráček Pavel Mucha Martin
author_sort	Mráček Pavel
title	Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
title_short	Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
title_full	Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
title_fullStr	Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
title_full_unstemmed	Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage
title_sort	application of knowledge in advergaming as a possible source of competitive advantage
publisher	Tomas Bata University in Zlín
series	Journal of Competitiveness
issn	1804-171X 1804-1728
publishDate	2011-09-01
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.
topic	Advergaming Competitiveness Competitive Advantage In-Game-Advertising Knowledge
url	http://www.cjournal.cz/files/71.pdf
work_keys_str_mv	AT mracekpavel applicationofknowledgeinadvergamingasapossiblesourceofcompetitiveadvantage AT muchamartin applicationofknowledgeinadvergamingasapossiblesourceofcompetitiveadvantage
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Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage

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