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Application of Knowledge in Advergaming as a Possible Source of Competitive Advantage

Author(s): Mráček Pavel | Mucha Martin

Journal: Journal of Competitiveness
ISSN 1804-171X

Volume: 2011;
Issue: 3;
Start page: 108;
Date: 2011;
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Keywords: Advergaming | Competitiveness | Competitive Advantage | In-Game-Advertising | Knowledge

The article focuses on the question of the utilization of knowledge in advergaming (an original tool of the marketing communication) as a possible source of competitive advantage. Related terms are briefly described and the research was conducted within a group of young people in the Czech Republic. The research confirms that, just advergaming might have the potential for acquiring “consumers of the advertising message” and, consequently, the possible broadening of the knowledge of the company. The output then becomes the scheme for displaying the links and the utilization of the knowledge in the advergame itself.
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