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DİJİTAL OYUNLAR ARACILIĞIYLA REKLAMCILIK: ÜRÜN VE HİZMET SİMÜLASYONLARININ ÖTESİNE BAKMAK

Year 2021, Volume: 4 Issue: 1, 58 - 71, 22.04.2021

Teresa De La Hera Conde-pumpıdo Translator: Hediye Aydoğan

Abstract

Oyun alanında çalışan bilim insanı Ilya Vedrashko’ya (2006) göre, dijital oyunların reklam amacıyla kullanımının kökeni 1980lerin başlarına kadar gidebilmektedir ve hatta dijital oyunların bazı ilk örneklerine 1960 ve 1970lerde rastlamak mümkündür. Ama bu uygulamanın pazarlama endüstrisi tarafından daha fazla ilgi kazanması ancak 2000 yılında gerçekleşmiştir. www.advergames.com internet sitesinin domain sahibi olan Anthony Giallourakis “Internet tabanlı, etkileşimli gündelik oyun pazarı, internetteki gündelik oyunlarla ilişkilendirilen pazarlama ve markalama fırsatlarını şirketlerin göz ardı edemeyecekleri kadar çekici hale gelecektir” (2011, para. 1) iddia etmiştir.
Son yıllardaki reklamcılık sektöründe yaşanan oyun endüstrisi ve değişimlerin oluşumu pazarlamacıların reklam amacıyla dijital reklamı kullanmalarındaki artan ilginin sorumlusudur. Yeni teknolojilerin gelişimi ve geniş bantlı ve mobil cihazların yayılımı, dijital oyunların birer pazarlama stratejisi olarak kullanımındaki artan ilgiyle hiç kuşkusuz ilgili olacak biçimde oyun endüstrisinin büyümesini ve dijital oyunların popülerlik kazanmasını kolaylaştırmıştır.

Keywords

dijital oyunlar reklamcılık simülasyon

References

  • Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. Persuasive Advertising: Evidence-based Principles. London: Palgrave Macmillan UK. http://doi.org/10.1057/9780230285804.
  • Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online in-game advertising effect: examining the influence of a mathc between games and advertising. . Journal of Interactive Advertising, 11(1), 63–73.
  • Damian, R. (2014). The Best Digital Marketing Campaigns in the World II. London: Kogan Page. Erişim adresi: https://www.amazon.es/Best-Digital-Marketing-Campaigns-World-ebook/dp/B00IJEF0J0.
  • De la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames: Conveying Advertising Messages through Digital Games. Utrecht University.
  • Forrester. (2009). US Interactive Marketing Forecast, 2009 To 2014. Erişim adresi: http://www.omniture.com/offer/702.
  • Giallourakis, A. (2011). Advergames.com. Erişim adresi: http://www.advergames.com.
  • Heide, J., & Nørholm, S. (2009). Playful Persuasion. The Rhetorical Potential of Advergames. Nordicom Review, 30(2), 53–68.
  • Jacoby, J. (1984). Perspectives on information overload. Journal of Consumer Research, 10(4), 432–435. http://doi.org/10.1108/00220411111109458.
  • Jacoby, J., Speller, D. E., & Kohn, C. A. (1974). Brand Choice Behavior as a Function of Information Load. Journal of Marketing Research, 11(1), 63. http://doi.org/10.2307/3150994.
  • Juul, J. (2010). A casual revolution : reinventing video games and their players. Cambridge, Mass.: MIT Press. Erişim adresi: http://mitpress-ebooks.mit.edu/product/casual-revolution.
  • Kuhn, K.-A., Love, A., & Pope, N. K. L. (2002). Brand Placements in Computer and Video Games: An Overview and Research Questions, Journal of Consumer Affairs, 1–8. Erişim adresi: https://eprints.qut.edu.au/27711/.
  • Mccoy, S., Everard, A., Galletta, D. F., Administration, B., & Polak, P. (2004). A Study of the Effects of Online Advertising: A Focus on Pop-Up and In-Line Ads. SIGHCI 2004 içinde. Erişim adresi: https://pdfs.semanticscholar.org/6542/fd823c2a39f7fb6430982d469d7be47f050b.pdf.
  • Messaris, P. (1997). Visual Persuasion: The Role of Images in Advertising. London: Sage Publications. http://doi.org/10.4135/9781452233444.
  • Miller, G. R. (2012). On being persuaded: Some basic distinctions. The SAGE Handbook of Persuasion: Developments in Theory and Practice içinde, (ss. 70–82). http://doi.org/10.4135/9781452218410.n5.
  • Narula, U. (2006). Handbook of Communication. Models, Perspectives, Strategies. New Delhi: Atlantic.
  • Norton, D. W. (2010). Toward meaningful brand experiences. Design Management Journal (Former Series), 14(1), 19–25. http://doi.org/10.1111/j.1948-7169.2003.tb00335.x.
  • Salen, K., & Zimmerman, E. (2004). Rules of Play: Game Design Fundamentals. Cambridge: MIT Press.
  • Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management. http://doi.org/10.1362/026725799784870496.
  • Vedrashko, I. (2006). History of Advergames and In-Game Advertising. MIT CMS. Erişim adresi: http://es.scribd.com/doc/3001140/History-of-InGame-Advertising.

Year 2021, Volume: 4 Issue: 1, 58 - 71, 22.04.2021

Teresa De La Hera Conde-pumpıdo Translator: Hediye Aydoğan

Abstract

References

  • Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. Persuasive Advertising: Evidence-based Principles. London: Palgrave Macmillan UK. http://doi.org/10.1057/9780230285804.
  • Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online in-game advertising effect: examining the influence of a mathc between games and advertising. . Journal of Interactive Advertising, 11(1), 63–73.
  • Damian, R. (2014). The Best Digital Marketing Campaigns in the World II. London: Kogan Page. Erişim adresi: https://www.amazon.es/Best-Digital-Marketing-Campaigns-World-ebook/dp/B00IJEF0J0.
  • De la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames: Conveying Advertising Messages through Digital Games. Utrecht University.
  • Forrester. (2009). US Interactive Marketing Forecast, 2009 To 2014. Erişim adresi: http://www.omniture.com/offer/702.
  • Giallourakis, A. (2011). Advergames.com. Erişim adresi: http://www.advergames.com.
  • Heide, J., & Nørholm, S. (2009). Playful Persuasion. The Rhetorical Potential of Advergames. Nordicom Review, 30(2), 53–68.
  • Jacoby, J. (1984). Perspectives on information overload. Journal of Consumer Research, 10(4), 432–435. http://doi.org/10.1108/00220411111109458.
  • Jacoby, J., Speller, D. E., & Kohn, C. A. (1974). Brand Choice Behavior as a Function of Information Load. Journal of Marketing Research, 11(1), 63. http://doi.org/10.2307/3150994.
  • Juul, J. (2010). A casual revolution : reinventing video games and their players. Cambridge, Mass.: MIT Press. Erişim adresi: http://mitpress-ebooks.mit.edu/product/casual-revolution.
  • Kuhn, K.-A., Love, A., & Pope, N. K. L. (2002). Brand Placements in Computer and Video Games: An Overview and Research Questions, Journal of Consumer Affairs, 1–8. Erişim adresi: https://eprints.qut.edu.au/27711/.
  • Mccoy, S., Everard, A., Galletta, D. F., Administration, B., & Polak, P. (2004). A Study of the Effects of Online Advertising: A Focus on Pop-Up and In-Line Ads. SIGHCI 2004 içinde. Erişim adresi: https://pdfs.semanticscholar.org/6542/fd823c2a39f7fb6430982d469d7be47f050b.pdf.
  • Messaris, P. (1997). Visual Persuasion: The Role of Images in Advertising. London: Sage Publications. http://doi.org/10.4135/9781452233444.
  • Miller, G. R. (2012). On being persuaded: Some basic distinctions. The SAGE Handbook of Persuasion: Developments in Theory and Practice içinde, (ss. 70–82). http://doi.org/10.4135/9781452218410.n5.
  • Narula, U. (2006). Handbook of Communication. Models, Perspectives, Strategies. New Delhi: Atlantic.
  • Norton, D. W. (2010). Toward meaningful brand experiences. Design Management Journal (Former Series), 14(1), 19–25. http://doi.org/10.1111/j.1948-7169.2003.tb00335.x.
  • Salen, K., & Zimmerman, E. (2004). Rules of Play: Game Design Fundamentals. Cambridge: MIT Press.
  • Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management. http://doi.org/10.1362/026725799784870496.
  • Vedrashko, I. (2006). History of Advergames and In-Game Advertising. MIT CMS. Erişim adresi: http://es.scribd.com/doc/3001140/History-of-InGame-Advertising.
There are 19 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Teresa De La Hera Conde-pumpıdo This is me 0000-0002-5102-813X

Translators

Hediye Aydoğan

Publication Date April 22, 2021
Submission Date January 13, 2021
Acceptance Date April 6, 2021
Published in Issue Year 2021 Volume: 4 Issue: 1

Cite

APA De La Hera Conde-pumpıdo, T. (2021). DİJİTAL OYUNLAR ARACILIĞIYLA REKLAMCILIK: ÜRÜN VE HİZMET SİMÜLASYONLARININ ÖTESİNE BAKMAK (H. Aydoğan, Trans.). Uluslararası Halkla İlişkiler Ve Reklam Çalışmaları Dergisi, 4(1), 58-71.
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