Los advergames son videojuegos orientados a la comunicación publicitaria. Su naturaleza de mensaje híbrido, al combinar contenido publicitario y contenido de entretenimiento, aporta interesantes posibilidades al desarrollo de comunicaciones de marketing en un entorno mediático en el que la...

The introduction of euro banknotes and coins in Spain on January 2002 led to the conversion into euros of peseta denominated prices. The changeover should have been neutral with respect to price levels, although some factors, such as menu costs, overhead costs or use of attractive prices, led to...

Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper...