Mobile Advertising
Evrim Çeltek · Advances in marketing, customer relationship management, and e-services book series · 2017
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.