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Application of gaming in new media marketing / Pratika Mishra, Presidency University Bangalore, India, Swati Oberoi Dham, New Delhi Institute of Management, India, [editors].

Contributor(s): Material type: TextSeries: Gale eBooks | Gale eBooks | Premier reference source | Advances in marketing, customer relationship management, and e-services (AMCRMES) book seriesPublisher: Hershey, Pennsylvania : Business Science Reference, an imprint of IGI Global, [2019]Copyright date: �2019Description: 1 online resource (xxvi, 312 pages) : illustrations (some color)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781522560654
Subject(s): Additional physical formats: Print version:: Application of gaming in new media marketing.LOC classification:
  • HF5415.1265 .A67 2019
Online resources:
Contents:
ch. 1. Advent of new media marketing techniques: the inevitable disruption / Harshita Gupta, Saumya Singh -- ch. 2. Gamification and advergaming: an overview of the innovative brain tool in the field of advertising / Aanchal Aggarwal, Nupur Arora -- ch. 3. Rhetoric of advergames / Pratibha Kumari Singh -- ch. 4. Advergames and children / Vijita Singh Aggarwal, Shefali Khurana -- ch. 5. Persuasive Advergames: boon or bane for children / Rupa Rathee, Pallavi Rajain -- ch. 6. Food Advergames and children: the psychodynamics / Tanusree Chakraborty, Raiswa Saha -- ch. 7. Understanding the psychology of new media audiences from a marketing perspective / Amit Nagpal -- ch. 8. Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow / Tugce Ozansoy Cadirci, Aysegul Sagkaya Gungor -- ch. 9. Nuances of media planning in new media age / Anandan Pillai -- ch. 10. Click to brick: case study of a virtual reality company / Abhishek Gupta, Abhishek Goyal -- ch. 11. Social media as a marketing tool / Rajeshwari Krishnamurthy -- ch. 12. Social media marketing: tools and techniques / Priyanka Prasad, Pooja Saigal -- ch. 13. Impact of digital advertising post-demonetization in India / Kamal Singh Rathaur, Atul Kumar Agarwal -- ch. 14. Gamification in entertainment industry: glimpses from Indian film industry / Savita Sharma, Adarsh Somani -- ch. 15. Gamification to promote the engagement in healtcare and wellness of patients under therapeutic care: gamification and healthcare / Surendra Prasad Mishra [and four others].
Summary: This book is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. It highlights a range of topics including digital advertising, media planning, and social media marketing.
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Includes bibliographical references and index.

ch. 1. Advent of new media marketing techniques: the inevitable disruption / Harshita Gupta, Saumya Singh -- ch. 2. Gamification and advergaming: an overview of the innovative brain tool in the field of advertising / Aanchal Aggarwal, Nupur Arora -- ch. 3. Rhetoric of advergames / Pratibha Kumari Singh -- ch. 4. Advergames and children / Vijita Singh Aggarwal, Shefali Khurana -- ch. 5. Persuasive Advergames: boon or bane for children / Rupa Rathee, Pallavi Rajain -- ch. 6. Food Advergames and children: the psychodynamics / Tanusree Chakraborty, Raiswa Saha -- ch. 7. Understanding the psychology of new media audiences from a marketing perspective / Amit Nagpal -- ch. 8. Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow / Tugce Ozansoy Cadirci, Aysegul Sagkaya Gungor -- ch. 9. Nuances of media planning in new media age / Anandan Pillai -- ch. 10. Click to brick: case study of a virtual reality company / Abhishek Gupta, Abhishek Goyal -- ch. 11. Social media as a marketing tool / Rajeshwari Krishnamurthy -- ch. 12. Social media marketing: tools and techniques / Priyanka Prasad, Pooja Saigal -- ch. 13. Impact of digital advertising post-demonetization in India / Kamal Singh Rathaur, Atul Kumar Agarwal -- ch. 14. Gamification in entertainment industry: glimpses from Indian film industry / Savita Sharma, Adarsh Somani -- ch. 15. Gamification to promote the engagement in healtcare and wellness of patients under therapeutic care: gamification and healthcare / Surendra Prasad Mishra [and four others].

This book is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. It highlights a range of topics including digital advertising, media planning, and social media marketing.

Description based on print version record.

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