In-game Advertising en video juegos en línea como soporte publicitario de las marcas de bebidas no alcohólicas en la ciudad de Guayaquil.
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2021-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación acerca “El In-game Advertising en videojuegos en línea como soporte publicitario de las marcas de bebidas no alcohólicas en la ciudad de Guayaquil” tiene como propósito conocer y analizar el In-game Advertising como técnica publicitaria de la marcas de bebidas no alcohólicas, por lo cual se ha elaborado una ardua investigación acerca del tema donde se aborda el beneficio del uso del mismo, el comportamiento de sus consumidores y la percepción de aquellos sobre el In-game Advertising. Los videojuegos son soportes muy dinámicos y poco invasivos que puede llegar a ser una herramienta muy útil para marcas de bebidas no alcohólicas, ya que dichos productos son de consumo frecuente cuando se juega un videojuego en línea, para la elaboración de la investigación se utilizó el método cualitativo y cuantitativo para obtener datos aún más relevantes, concluyendo que el In-game Advertising puede llegar a ser la clave para marcas de bebidas no alcohólicas que desean innovar en la promoción de sus productos.
The purpose of this research work about "In-game Advertising in online video games as an advertising support for soft drink brands in the city of Guayaquil" is to know and analyze In-game Advertising as an advertising technique for soft drink brands, for which an arduous research about the topic has been elaborated, where the benefit of its use, the behavior of its consumers and their perception about In-game Advertising is approached. Video games are very dynamic and non-invasive media that can become a very useful tool for soft drink brands, since these products are frequently consumed when playing a video game online, for the development of the research the qualitative and quantitative method was used to obtain even more relevant data, concluding that the In- game Advertising can become the key for soft drink brands that want to innovate in the promotion of their products.
The purpose of this research work about "In-game Advertising in online video games as an advertising support for soft drink brands in the city of Guayaquil" is to know and analyze In-game Advertising as an advertising technique for soft drink brands, for which an arduous research about the topic has been elaborated, where the benefit of its use, the behavior of its consumers and their perception about In-game Advertising is approached. Video games are very dynamic and non-invasive media that can become a very useful tool for soft drink brands, since these products are frequently consumed when playing a video game online, for the development of the research the qualitative and quantitative method was used to obtain even more relevant data, concluding that the In- game Advertising can become the key for soft drink brands that want to innovate in the promotion of their products.
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PUBLICIDAD, IN-GAME ADVERTISING, ESTRATEGIAS PUBLICITARIAS, COMPORTAMIENTO DEL CONSUMIDOR., SOPORTES PUBLICITARIOS
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