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Advergaming – The Novel Instrument in the Advertsing

Authors
Journal
Procedia Economics and Finance
2212-5671
Publisher
Elsevier
Volume
11
Identifiers
DOI: 10.1016/s2212-5671(14)00193-2
Keywords
  • Advertisement
  • Advergaming
  • Brand Awareness
  • Swot Analysis
  • India

Abstract

Abstract Advergaming is comprises of two word Advertising and gaming. Advergaming is the process in which advertising message, logo of company or other information about the brand is incorporated with online games or videos games. The Indian gaming industry is valued at INR 10.0 billion and is expected to grow at a CAGR of 31 percent to INR 38.3 billion by 2015. These games are typically played by users for about 5-10 minutes, and this level of engagement is expected to be more impactful than a 10 second advertisement on television/radio. Advergaming have attracted the attention of academician, researchers and industrialist but very few research have yet conducted in this field might be it is new emerging topic. The Objectives of this research paper are to formulate the conceptual framework of advergaming by covering various aspects, to conduct SWOT Analysis of Advergaming in Indian Market and to study the effectiveness of advergaming in brand awareness and brand recall. Observational and creative and critical writing is adopted to formulate domine, types and SWOT analysis of Advergaming. In order to verify the effectiveness of adverdgaming on brand awareness, self administrated questionnaire is filled by 150 respondents, convenient sampling is adopted. The respondents were graduates college students and professionals within age of 20-35 years, located in Mumbai, Pune and Bangalore region. Percentage Method is implemented for analysis. Advergaming technique helps in enhancing brand recall and awareness. It motivate customer to think for purchase of product but before actual purchase customer search for more information from other sources too. Research concludes that primary objective of adverdgaming should be amusement and gratification and secondary should be brand recall or sales in order to holds the interests of customers. This research paper formulates domain of Advergaming, its type, scope and SWOT analysis for Indian Market.

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