광고게임의 현황과 특성에 관한 탐색적 연구

초록

Today, a growing number of companies are using branded entertainment as part of their marketing communication strategies on the Internet. Among various forms of branded entertainment, advergames have recently received considerable attention in the U.S. This study analyzed the content of the advergames available on the corporate and brand websites of the top 500 advertisers in Korea. The findings demonstrate that Korean advergames are mostly targeting adult consumers; they are utilized to promote various types of products; in many advergames, brand identifiers are embedded only in the backgrounds; in a majority of advergames, the congruence between the game content and the product is low; and no advergame offers viral marketing features. Implications for practitioners and future research are also discussed.

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