Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/34319
Type of publication: Straipsnis / Article
Author(s): Pilelienė, Lina;Abromavičius, Edgaras
Title: Produkto demonstravimo vaizdo žaidimuose ypatumai : teorinis aspektas
Is part of: Sportinį darbingumą lemiantys veiksniai : mokslinių straipsnių rinkinys, 2013, [t.] 6, p. 171-179
Date: 2013
Keywords: Produkto demonstravimas;Marketingo komunikacija;Vaizdo žaidimai;Product placement;Marketing communication;Video games
Abstract: Tyrimo aktualumas. Šiuolaikinėje visuomenėje vis dažniau pastebimos organizacijų naudojamos įvairesnės marketingo priemonės, traukiančios vartotojus pirkti produktą. Seniesiems marketingo instrumentams prarandat „galią“, iškilo veiksmingas alternatyvus kelias, padedantis supažindinti vartotojus su produktais – produkto demonstravimas vaizdo žaidimuose. Įvertinant vaizdo žaidimų populiarumo augimą ir mokslinių tyrimų produktų demonstravimo vaizdo žaidimuose tematika stoką, straipsnyje nagrinėjama problema formuluojama klausimu – kaip demonstruoti produktus vaizdo žaidimuose? Tyrimo tikslas – atskleisti produkto demonstravimo vaizdo žaidimuose ypatumus. Tyrimo metodas – teorijos analizė ir sintezė. Straipsnyje siekta atskleisti skirtingų autorių požiūrį į produkto demonstravimą vaizdo žaidimuose, nustatyti, kaip parinkti produkto demonstravimo metodus vaizdo žaidimuose. Teoriniam tyrimui atlikti naudoti bendrieji mokslinio tyrimo metodai – mokslinės literatūros loginė analizė, sintezė. Aptarimas ir išvados. Produkto demonstravimas vaizdo žaidimuose gali būti laikomas perspektyvia, netradicine marketingo komunikacijos priemone. Pastaruoju metu produkto demonstravimas pastebimas daugumoje vaizdo žaidimų žanrų: sporto, bandomuosiuose, veiksmo, smurto, nuotykių. Apibrėžiant produkto demonstravimo vietą marketinge, galima teigti, kad produkto demonstravimas yra marketingo komunikacijos dalis, kuri suteikia reklamuojamiems prekių ženklams galimybę save pateikti vartotojams natūralioje aplinkoje. Apjungdama reklamos, ryšių su visuomene ir pardavimų skatinimo elementus, ši priemonė gali būti laikoma atskiru, savarankišku marketingo komunikacijos elementu. Atliekant tolesnius produktų demonstravimo vaizdo žaidimuose tyrimus, tikslinga nustatyti demonstruojamo produkto kategorijos, vaizdo žaidimo žanro ir demonstravimo metodo kombinacijų gaires.
Relevance of the research. Traditional television or radio advertising becomes nowadays less powerful marketing tool. Traditional advertisements can be avoided by switching channel or turning off the television set; such viewer action is called “zipping” or “zapping” (Russell, 2002). Various marketing tools used by business organizations with purpose to encourage customers to purchase a product can be observed by contemporary society. While regular marketing instruments are losing their power, alternative new way of introducing new products to consumers is emerging. Product Placement is a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program) (Balasubramanian, 1994). Some scholars (e.g., Keith, 2008) analyse product placement as a form of hidden advertising. One of the ultimate ways of usage of this marketing tool is product placement inclusion into video games. Forecasts exist, that the global market for video games is expected to grow to $82 billion in 2017 (Gaudiosi, 2012). Young men spend 12.5 hours a week playing video games, and it is 2.7hours more than watching television (Glass, 2007). Considering the growing popularity of video games and the lack of scholarly research in the field of product placement in video games, the scientific problem solved in the article is how to make product placement in video games. The object of the article is product placement in video games. The research aim is to reveal the peculiarities of product placement in video games. Research method. Qualitative content analysis of scientific literature was provided to reveal the principal aspects of product placement in video games. Whereas Lithuanian authors’ insights in the field of product placement are limited to the usage of this marketing tool in movies, researches provided by foreign authors (Amory, Molomo, 2012; Jin, Park, 2009; Keith, 2008; Lee, Faber, 2007; Mackay et al., 2009 et al.) were analysed. Different approaches to product placement in video games provided by different authors are reviewed, its’ coherence with other marketing tools and possible application methods are revealed in the article. General scientific research methods of logical analysis and synthesis of scientific literature are applied for theoretical research. Discussion and conclusions. While determining product placement’s coherence with other elements of marketing communication mix, it can be proposed that product placement provides an opportunity for brands of being presented in a natural, non-artificial environment. Various methods of product placement in video games are being suggested in scientific literature. According to the essence of product placement, the most general classification groups its’ attempts into: verbal, visual, and verbal-visual. Product placement in videogames can be recognised as a prospective non-traditional marketing tool. Integrating various aspects of advertising, public relations and sales promotion, product placement can be considered as an independent element of marketing mix. The choice of the most appropriate and effective method depends on various factors, mainly: a type of a product, product’s relation to a topic of a game, a genre of a game, objectives of marketing communication.
Internet: https://eltalpykla.vdu.lt/1/34319
https://hdl.handle.net/20.500.12259/34319
Appears in Collections:1. Straipsniai / Articles

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