ISSN: 2450-775X
eISSN: 2353-2874
OAI
DOI: 10.18276/miz.2016.46-11
Liste der Ausgaben /
nr 5 (46) 2016
Advertising in digital games targeted to children
(Działania reklamowe w grach komputerowych skierowane do dzieci)
| Autoren: |
Małgorzata
Budzanowska-Drzewiecka
Uniwersytet Jagielloński w Krakowie, Instytut Ekonomii, Finansów i Zarządzania |
| Schlüsselbegriffe: | advergaming reklama w grach komputerowych dzieci reklama w grach |
| Data publikacji całości: | 2016 |
| Seitenanzahl: | 9 (109-117) |
| Klasyfikacja JEL: | M31 M39 |
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.
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