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MKTG3307 Contemporary Marketing Issues > Week 8 Gamification of Advertising > Flashcards

Week 8 Gamification of Advertising Flashcards

1
Q

Define Gamification.

A

Delicate advergames, websites and loyalty programs that offer rewards for completing various activities.

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2
Q

Define SoLoMo.

A

Social, local and mobile.

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3
Q

Describe today’s digital consumers.

A

Empowered, rewired and have different expectations.

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4
Q

Define Consumer Empowerment.

A

The powers that consumers have to make choices and to influence marketers and each other.

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5
Q

The Digital consumer diagram.

A

view lecture slides.

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6
Q

The new digital-age include:

A
  • daily use of computers stimulates brain cell alteration and neurotransmitter release. Old neural pathways are abandoned and new ones forged.
  • changed the way we read : deep thinking -> shallow reading.
  • Interruption is a key element of the change in thinking
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7
Q

What are the advantages of using Mobile as an advertising medium?

A
  1. Targeting capacity
  2. Hyper-local nature
  3. Interactivity
  4. Measurability
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8
Q

What are the main barriers of advertising expenditures?

A
  1. Adequate funds (34%)
  2. Lack of internal expertise (53%)
  3. Deeming other platforms more important (24%)
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9
Q

How do consumers engage with mobile ads?

A
  1. Paid search ads
  2. Vouchers/coupons
  3. Banner ads/ in-game ads
  4. Advertising in videos/ social media
  5. SMS/MMS
  6. Scanning QR codes
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10
Q

List the potential mobile interactions.

A
  1. Search
  2. Apps
  3. User-generated content
  4. Online video
  5. Advertising as a game
  6. Email marketing
  7. Brand websites
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11
Q

What are the 2 common tactics to search?

A
  1. SEM - Search Engine Marketing

2. SEO - Search Engine Optimisation

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12
Q

Define SEM.

A

Seeks to increase a websites or web page’s visibility and ranking in search engine results pages through advertising and optimisation.

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13
Q

Define SEO.

A

Instead of buying an ad, seeks to enhance the performance of a website or web page in the search engine’s natural or ‘organic’ unpaid search results.

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14
Q

Emails are least exciting digital medium but remains important!

A
  • email is checked at least once a day (84%)
  • last thing many people do at night (47%)
  • Addicted (42%)
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15
Q

Define User-generated Content (UCG).

A

Media created by the consumer, including opinions, experiences, advice or self-creation, posted on forums, blogs and discussion boards.

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16
Q

Concerns with co-creation of brand content?

A
  • Level of trust in the medium

- Level of risk tolerance and the advertiser’s experience with the new medium

17
Q

UGC table

A

lecture slides

18
Q

What are the fundamental mechanism?

A
  • Challenges and reward

- Loyalty programs

19
Q

How do viewers generally feel towards product/brand placement ?

A

They do not think it impairs/interrupts the experience.

20
Q

What do brands need to do to make product/brand placements successful?

A

Consider the genre of the game and whether the brand fits?

21
Q

What are the benefits of advergames?

A
  1. micro-targeting: capable of reaching a specific demographic and psychographic profile
  2. enhanced brand familiarity and brand preference
  3. average radio commercial lasts 30s, the typical shelf life of a game is 30hrs
  4. Games are available through many platforms
  5. Telepresence: psychological response to interactivity, transported to a virtual mediated environment.
22
Q

Define in-game advertising (IGA).

A

The inclusion of products or brands within a digital game.

23
Q

Define Advergame.

A

Specifically designed games to promote a brand, product, service or idea.

e.g. kim kardashian

24
Q

What is advertising in social network games.

A

The placement of brands or products in digital games that are played via major social networks (fb).

25
Q

List the different types of game genre.

A
  1. Action games
  2. Shooter games
  3. Strategy games
  4. Role-playing games
  5. Sports games
26
Q

Define Flow.

A

state in which people are involved in an activity that nothing else seems to matter.

27
Q

How is flow characterised?

A
  • Enjoyable experience that leads to feelings of immersion in a task, accompanied by a sense of control over the situation.
  • Leads to increased learning and exploratory and participatory behaviour.
28
Q

What are some individual influential factors?

A
  • Persuasion knowledge (young children)
  • Game experience
  • Brand familiarity
  • Pre-existing brand attitude
  • Involvement with the brand/game
29
Q

What are some social influence factors?

A
  • Single- v.s. multi-player
  • Peers
  • Family
  • Opinion leaders
30
Q

What makes online promotional games go viral?

A

H1. require skill = increase intention to invite friends
H2. rewarding inviters = increase intention to invite
H3. mobilising players’ skill without incentives = increase intention to invite friends more

MKTG3307 Contemporary Marketing Issues (9 decks)

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