Perceptions of advergaming as an advertising tool in South Africa
| dc.contributor.author | Wright, Bianca | |
| dc.date.accessioned | 2016-07-21T07:16:21Z | |
| dc.date.available | 2016-07-21T07:16:21Z | |
| dc.date.issued | 2012 | |
| dc.description.abstract | The use of games to communicate messages is not new; however the evolution of the digital environment has opened up opportunities for brand communicators to use games as a means to communicate with audiences in ways that were previously impossible. In South Africa, so-called advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the perceptions of advertising agencies about the use of advergaming in the South African context. | en_ZA |
| dc.description.version | Publisher's version | en_ZA |
| dc.identifier.citation | Wright, B. (2012). Perceptions of advergaming as an advertising tool in South Africa. Communitas, 17,141-161. | en_ZA |
| dc.identifier.issn | 1023-0556 ( print) | |
| dc.identifier.issn | 2415-0525 (online) | |
| dc.identifier.uri | http://hdl.handle.net/11660/3593 | |
| dc.language.iso | en | en_ZA |
| dc.publisher | Department of Communication Science, University of the Free State | en_ZA |
| dc.rights.holder | Department of Communication Science, University of the Free State | en_ZA |
| dc.subject | Advertising | en_ZA |
| dc.subject | Gaming | en_ZA |
| dc.subject | South Africa | en_ZA |
| dc.title | Perceptions of advergaming as an advertising tool in South Africa | en_ZA |
| dc.type | Article | en_ZA |