Publication result detail

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

MRÁČEK, P.; MUCHA, M.

Original Title

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

English Title

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Type

Peer-reviewed article not indexed in WoS or Scopus

Original Abstract

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.

English abstract

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.

Keywords

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

Key words in English

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

Authors

MRÁČEK, P.; MUCHA, M.

RIV year

2012

Released

30.09.2011

Publisher

Tomas Bata University in Zlin, Faculty of Management and Economics

Location

Zlín

ISBN

1804-171X

Periodical

Journal of Competitiveness

Number

3/2011

State

Czech Republic

Pages from

108

Pages to

118

Pages count

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"
}