Wednesday, 27 April 2011

Uses of interactive media- In Game Advertising

Here is an example from my unit 104-105 assignment the uses of interactive media part.
YES ive used GAMESAGAIN well they are interactive media and I do play alot of them.

Marketing

Interactive media can be used for marketing. Advertisers can utilise interactive media to attract the attention of consumers in ways that may not be possible with standard advertising. Marketing methods that use interactive media include flash based demonstrations of products online and advertisements within existing interactive media such as product or brand promotion inside video games.

This is an example of in-game advertising. The advertisers have included there advertisements as part of video game environments. In this example when the player looks around the environment they can see brand names advertised on billboards. This allows the advertiser to reach users in a whole new way whereas the user can ignore standard advertising users become highly engaged in video games exploring environments with detail and will take more notice of these adverts that are out of place against the game environment.

The limitations of marketing within interactive media concern the target audience. The target market for the game will depend on what product can be advertised within it. In the above examples advertisements for a mobile phone brand and a fast food chain have been included as part of an environment in a video game. This is OK for this game whose target audience is males 18-35, however it would not be appropriate to advertise a fast food chain such as McDonald's inside a fitness game because this would not suit the audience of the game. The target audience of the advertisement should match the target audience that the game is aimed at. However there are many different genre's of video game and these genres are forever expanding, so advertisers can take there pick and choose their target audience
correctly. Another limitation is overuse. These In game adverts may work at the moment because they stand out greatly, but if there ever comes a time when anybody and everybody are using this form of interactive media to advertise then the adverts may get lost within a sea of advertisements making this form of marketing ineffective.

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