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El patrocinio deportivo ha experimentado un importante crecimiento en los últimos años siendo utilizado por algunas marcas como herramienta clave de sus comunicaciones de marketing e incluso de su posicionamiento. El presente estudio tiene como principal objetivo analizar la influencia de la...
Persistent link: https://www.econbiz.de/10011277674
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...
Persistent link: https://www.econbiz.de/10011277755
Sports sponsorship has increased notably during the last years being used by brands not only as a key tool of their marketing communications but even their market positioning. This research analyzes the influence of sports spectator's involvement to motorcycling -specifically MotoGP- in...
Persistent link: https://www.econbiz.de/10010575530
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...
Persistent link: https://www.econbiz.de/10010575532