Advertising in Digital Games Targeted to Children

• Autorzy: Małgorzata Budzanowska-Drzewiecka

Warianty tytułu

Działania reklamowe w grach komputerowych skierowane do dzieci

• Języki publikacji: EN

Abstrakty

EN

The article is an attempt to systematize and describe ways to reach out with the marketing message to children through games. Based on a review of the literature, the attempts to organize forms of advertising in digital games (advergaming) were made. The paper also tries to identify the research areas arising from the use of these advertising activities for a specific subsegment of the market of young consumers - children.(author's abstract)

Artykuł jest próbą systematyzacji i opisu sposobów docierania z komunikatem marketingowym do dzieci przez gry komputerowe. Na podstawie przeglądu literatury podjęto próbę uporządkowania form reklam umieszczanych w grach (advergaming). Starano się zidentyfikować obszary badawcze wynikające ze stosowania tych działań reklamowych do konkretnego subsegmentu rynku młodych konsumentów - dzieci.(abstrakt autora)(abstrakt autora)

Słowa kluczowe

EN

Advertising; Children

PL

Reklama; Dzieci

• Czasopismo: Marketing i Zarządzanie
• Rocznik: 2016
• Numer: nr 5 (46)
• Strony: 109--117

Twórcy

autor

Małgorzata Budzanowska-Drzewiecka

• Uniwersytet Jagielloński w Krakowie, Instytut Ekonomii, Finansów i Zarządzania

Bibliografia

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Identyfikatory

DOI

10.18276/miz.2016.46-11