MKTG 345 Study Guide - Midterm Guide: Playtime, Platform Game, Satisficing
Document Summary
Gamer segments: causal: small time commitment, easy to learn vs core: lots of time, high skill level, immersive. Game design is built upon several layers: platform/ mode/ milieu/ genre. In-game advertising: display ads/ static ads/ dynamic ads. Product placemen: placement of branded item in an entertainment property such as a tv program movie or game: screen placements, script placements, transactional advertising. Advergaming: form of branded entertainment, whole game is ad. Alternate reality games: concept: cross- media genre of interactive fiction using multiple delivery and communications media. Concepts: social commerce: subset of e commerce. Social shopping: situations where consumers interact with others during a shopping event. Enables market to monetize social media investment by boosting site and store traffic, converting browsers into buyers solves prob of social media roi. More data about customer/ relationship to brand. Shopping decisions: five steps: problem recognition, info search, evaluation of alternative, purchase, post purchase.