Reklamos efektyvumas vaizdo žaidimuose: „NBA2k19“ atvejis

Ancuta, Ričardas

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Reklamos efektyvumas vaizdo žaidimuose: „NBA2k19“ atvejis

Ancuta, Ričardas

URI: http://dspace.kaunokolegija.lt//handle/123456789/2550

Data: 2019-06-04

Santrauka:

Šiandieniniame verslo pasaulyje yra svarbu, kad įmonės gebėtų reaguoti į reklamos veiksmingumo svarbą ir ieškotų naujų būdų jos pateikimui. Kaip jau žinoma, tradicinė reklama per televiziją ar kitus įtaisus dažnai būna perjungta ir visiškai nedomina vartotojo. Svarbu paminėti, kad šiuolaikinėje perspektyvoje vis dažniau galima sutikti įmonių, naudojančių naujas marketingo priemones, skatinančias vartotoją domėtis pateiktu produktu. Produktų paskirties vietos tapo populiarios žiniasklaidos priemonėse, įskaitant kompiuterinius ir vaizdo žaidimus, kaip būdą didinti prekės ženklo žinomumą (Roettl, Terlutter, 2018). Pastarieji autoriai pažymi, kad vaizdo žaidimų apyvarta Jungtinėse Amerikos Valstijose 2020 metais sieks devyniasdešimt milijardų dolerių. Teigiama, kad vidutiniškai amerikiečiai prie vaizdo žaidimų praleidžia 3 valandas per dieną, o Rytų Europoje gyventojai žaidžia bent tris ar keturis kartus į savaitę. Reklamos veiksmingumo procesą nagrinėjo nemažai autorių, tokių kaip Yang (2006), Romaniuk, Jenni (2009), S. Falkow (2010), tačiau tyrimų, įrodančių reklamos efektyvumą mažai. Nors reklamos veiksmingumo iššūkiai yra aktualūs ir Lietuvos verslo sektoriams, norima, kad įmonės dirbtų produktyviai bei rodytų iniciatyvą tobulinti ir diegti naujas marketingo priemones, tačiau tai dar nėra labai išplėtota ir trūksta priemonių įgyvendinimo.

Description:

The final professional bachelor project analyzes the concept of advertising efficiency, the importance of video games in modern society. Recently, it has been noticed that traditional TV advertising is no longer interesting and does not attract consumers. As we know, innovative technologies are rapidly expanding in Lithuania, new efficient marketing tools are being searched, therefore, in view of this, literature about advertising efficiency measurement, integration of advertising into video games is analyzed, and the advantages and disadvantages of this marketing tool are identified. Despite the fact that organizations in Lithuania successfully carry out their activities, it is believed that the potential for advertising efficiency in video games is untapped. The problem is that organizations are not communicating with game developers, so product demonstration in a video game can be very unsuccessful if the game does not meet the expectations of the users. It is important to note that in order to increase the effectiveness of advertising in order to be visible and effective, targeted awareness and use of advertising effectiveness in your organizations is necessary. This problem is relevant to today's business, because advertising is the face of the company, if the latter is ineffective, the company's activities can quickly end. The aim of the professional BA thesis is to determine the effectiveness of advertising in the NBA 2K19 video game. Objectives of the professional BA thesis: 1. analyze the concept of advertising tools and assumptions of effectiveness assessment; 2. provide impact and performance measurement in video games; 3. explore the effectiveness of advertising in the „NBA 2K19“ video game. Methods of the professional BA thesis – analysis of literature in Lithuanian and foreign languages, questionnaire survey, descriptive statistics. The structure – introduction, three chapters, conclusions, literature, list of sources. The first chapter presents the theoretical part of the work, which analyzes advertising efficiency measures, identifies the possibilities of advertising efficiency in video games. The second chapter presents the methodological justification and research of the research: the prominence of advertising in video games is analyzed as a new element of marketing communication, statistical data are analyzed, and the effectiveness of advertising in the NBA2K video game is analyzed. The third section presents possible directions for enhancing the effectiveness of advertising in video games. Finally, a conclusion, a list of references and a list of sources are provided. The study concludes that advertising in the NBA2K video game is noticeable but not effective enough. It is important to mention that the brand has been more noticed by skilled users, so it can be assumed that the advertising genre or methods should be strengthened in order to be effective and in the circle of skilled players. According to the research carried out, several directions can be envisaged for enhancing the efficiency of advertising in video games - companies should communicate more with game developers, be more interested in the genre of the game, even organize seminars, conferences. Also, after the research, it is suggested that the new College of Kaunas e-business is being created. The sports team would use their advertising in a sports video game. Advertising is assumed to be effective and attract sponsors and new members of the platform.

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