Mobile Advertising: Mobile Advergame Models for Tourism Marketing

Mobile Advertising: Mobile Advergame Models for Tourism Marketing

Evrim Çeltek (Gaziosmanpasa University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch004
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Abstract

Information sources for business activities have changed greatly over the last decade principally as a result of the impact of latest media and technologies. The utility of written media, like guides and brochures has been questioned. Traditional communication techniques are decreasing effectiveness and marketers are seeking inventive application to draw in customer. Advergames are a kind of branded entertainment that features advertising messages, logos and trade character in a game format and mobile advergames use interactive mobile multimedia system to make interactive entertainment that advertises or promotes product or services by embedding brand messages within the game action. Therefore, the potential effects of interactive promotions like advergame and mobile advergame on tourist's higher cognitive process and behavior is also important. The aim of this study is to supply an understanding of the qualities and potentials of the mobile advergame as an advertising and promoting tool for the tourism business.
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Introduction

Advergames will be a strong tool to create brand loyalty and capture crucial information concerning existing and potential customers. They include distinctive interactive games with a suite of advertising inventive inbuilt. By combining games and ads, it's attainable to boost branding, boost product awareness and collect detailed information concerning participants. Branding conception is additionally a vital issue for tourist destinations. In terms of destination branding that is claimed to incorporate a selection and strategic combination of “a consistent mixture of brand components to identify and distinguish a destination through positive image building” advergames are seen as conceptually new and an innovative channel of communication particularly to succeed in well-defined target markets.

Given the importance of this promoting communication apply in several sectors, it is stunning however very little is understood in tourism business applications, and examples from this business and its applying benefits in tourism business. Therefore the main purpose of the study is to supply an understanding of the qualities and potentials of the mobile advergames as an advertising and promoting tool for the tourism business.

More specifically, the study aimed to attain the subsequent analysis objectives:

  • To verify the potentials of the mobile advergame in tourism business.

  • To verify the mobile advergame applications within the tourism business.

First an outline of the varied definitions of mobile technology, mobile promoting, advergaming and its varieties is provided, further as a review of existing literature concerning its effectiveness, and advergaming examples from the tourism business. The implications of this study are going to be important each academicians and practitioners.

The study is organized as follows. In section one mobile technology and mobile promoting determined. In section two advergaming, mobile advergame, benefits of mobile advergame determined. Section three presents mobile advergame examples from the tourism business. Conclusions are summarized within the last section.

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