Exploring advergaming and its online advertising implications
by Alan D. Smith
International Journal of Business Information Systems (IJBIS), Vol. 2, No. 3, 2007

Abstract: Traditional methods of Internet advertising, such as banners and pop-ups, have lost their support by marketers in recent years. Good businesses recognise the value of ongoing customer relationship management and the potential profits that come from cultivating and strengthening that relationship over time. The end of the Information Technology (IT) boom has brought managers' attention back to the essence of Customer Relationship Management (CRM). When IT companies were no longer able to sustain their billion dollar businesses, they began focusing their attention to the importance of retaining loyal customers. Advergaming is potentially a dramatic way, because advertising online is cheaper than companies can through more traditional media and more effectively than using banners and pop-ups. Advergames may be able to take advantage of the recent trend of online gaming by targeting many different and specific demographic groups of consumers. Many companies that utilise advergaming have seen a great response from consumers. The Diffusion of Innovations Theory may assist in explaining the basic evolution as some companies are adopting the usage of advergaming in their marketing strategies.

Online publication date: Sun, 07-Jan-2007

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com