Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.46-11
CC BY-SA   Open Access   CEEOL

Issue archive / nr 5 (46) 2016
Advertising in digital games targeted to children

Authors: Małgorzata Budzanowska-Drzewiecka
Uniwersytet Jagielloński w Krakowie, Instytut Ekonomii, Finansów i Zarządzania
Keywords: advergaming advertising in digital games in-game advertising children
Data publikacji całości:2016
Page range:9 (109-117)
Klasyfikacja JEL: M31 M39
Cited-by (Crossref) ?:

Abstract

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.
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