Marketing vs. Games in Secondary School: Is It Secondary School?

Marketing vs. Games in Secondary School: Is It Secondary School?

Krunoslav Bedi (School of Civil Engineering, Art and Craft Čakovec, Croatia) and Nikolina Žajdela Hrustek (University of Zagreb, Croatia)
DOI: 10.4018/978-1-4666-7357-1.ch091
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Abstract

Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.
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2. Literature Overview

By means of the contemporary advance in the information and communication technology and in animation and simulation, the computer and video games offer considerable possibilities and thus attract not only children but a wide population as well, including adults of various ages and gender. It is well recognized that customer satisfaction has significant influence upon purchase behavior and decision-making. That is, customer satisfaction plays a key role in marketing policy. The behavior of online game customers is described in terms of five strategic experiential modules: sense, feel, think, act and relate experiential modules (Sheu, Su, & Chu, 2009).

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