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Advertising in Games: Advergaming Applications in the Tourism Industry

Advertising in Games: Advergaming Applications in the Tourism Industry

Evrim Celtek
Copyright: © 2015 |Pages: 26
ISBN13: 9781466681255|ISBN10: 146668125X|EISBN13: 9781466681262
DOI: 10.4018/978-1-4666-8125-5.ch004
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MLA

Celtek, Evrim. "Advertising in Games: Advergaming Applications in the Tourism Industry." Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, IGI Global, 2015, pp. 64-89. https://doi.org/10.4018/978-1-4666-8125-5.ch004

APA

Celtek, E. (2015). Advertising in Games: Advergaming Applications in the Tourism Industry. In N. Taşkıran & R. Yılmaz (Eds.), Handbook of Research on Effective Advertising Strategies in the Social Media Age (pp. 64-89). IGI Global. https://doi.org/10.4018/978-1-4666-8125-5.ch004

Chicago

Celtek, Evrim. "Advertising in Games: Advergaming Applications in the Tourism Industry." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, 64-89. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8125-5.ch004

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Abstract

Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.

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