Brand promotion through in-game advertising / Ophélie PIELACKI / 2021

Titre : Brand promotion through in-game advertising : To what extent can you promote your brand with in-game advertising? Type de document : Mémoire Auteurs : Ophélie PIELACKI, Auteur Année de publication : 2021 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management JEU ; MARKETING ACHAT ; PUBLICITE AUDIOVISUELLE Résumé : Traditional media are in decline, advertisers and marketers are looking for new ways to communicate and video games are emerging as a promising platform. Advertising in video games is not new, but its democratization is experiencing a new boom with the confinement and the recent gamification phenomenon. This qualitative study, through a method of observation and nethnography, aims to analyse the phenomenon of in-game advertising and to understand how brands could use video games as a new communication platform in their marketing strategy. The author analyses the phenomenon and provides several recommendations so that companies can efficiently use video games in their strategy to promote their brand. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538647