Power Of Advergaming And Its Impacts On Consumers Marketing Essay

Power Of Advergaming And Its Impacts On Consumers Marketing Essay Within the concept of social media, the mass media marketing strategy is one of the crucial tools of product placement on the commercial persuasion and entertainment. Thesis: Assessment of advergaming with respect to its development process, impacts and usage; how usage of advergaming changes as product type differs and; what are the advantages/strengths and disadvantages/weaknesses of advergaming. INTRODUCTION TABLE OF CONTENTS CHAPTERS 1. ADVERAGAMING AS MASS MEDIA MARKETING STRATEGY 1.1. DEFINITION OF ADVERGAMING 1.2. DEVELOPING AN ADVERGAME /ADVERGAMING AS A FUTURE TOOL 2. USAGE OF ADVERGAMING BY BRANDS 2.1. THE INTERNET EFFECT 2.2. IN GAME ADVEISING VIRAL MARKETING 3. THE IMPACT OF ADVERGAMING 3.1. INFLUENCE ON PLAYER 3.2. RESEARCH ON CUSTOMER BEHAVIOR 4. DIFFERENCE THAN OTHER ADVERTISING TOOLS 4.1. ADVANTAGES/STRENGTHS 4.2. DISADVANTAGES/WEAKNESSES 5. USAGE OF ADVERGAMING IN TURKEY ***EXAMPLES 6. HOW USAGE OF ADVERGAMING CHANGES AS PRODUCT TYPE DIFFERS CONCLUSION REFERENCES ADVERAGAMING AS MASS MEDIA MARKETING STRATEGY Definition of Advergaming The question of what advergaming is can be approximated in diffrent ways. In the manner of linguistic portmanteau it is of advertising and gaming. Techniquely, it is the practice of using video games to advertise a product, organization or viewpoint. [2] As a term, it was coined in January 2000 by Anthony Giallourakis. Later on it was mentioned by Wireds Jargon Watch column in 2001. [2] An advergame is an online video game that has brand related images and/or themes embedded within it. As marketers have begun to catch on to the idea, Websites containing advergames have been published by a diverse variety of corporations and non-profit organizations. [1] Besides the usages of product placement within a game, a more effective and innovative way of designing a game only for the purpose of advertising a brand or a product is recently being used by advertiser in order to reach to targets on an online platform. Advergames are such video games which are funded directly by an advertiser. Also, they usually are distributed free of charge to the consumers. The differences between the product placement and advergaming was clearly determined in the book Changing the Game, by David Edery and Ethan Mollic like highly integrated product placement, well-designed advergames have the power to entertain consumers in an engaging and informative way. On the other hand, unlike product placement advergames offer business more control over the context in which the brand is experienced by consumers and saves them the possible hassle of operating within the constraints imposed by game developers. [3] To sum up, advergaming is an interactive game-product created for being more well known by the customers and increasing brand equity. The core idea of advergame is receiving information while entertaining the game. The other facilities of advergames will be examined in the following sections. Developing an Advergame / Advergaming as a future tool Advergames are still a very new research area. With the usage of simulations, advergames aims to inform the customers about what they will experience after trying the product in real life. Advergames also have the ability to create curiosity in the minds of targets which would lead a high selling rate. One o the greatest example of advergaming is the Americans Army. [8] The actual aim behind developing such a game was first by tempting the gamers being a solider, increasing the army population. Today, the game has more than 100.000 gamers. Similarly, in order to take attention to the hunger and starvation problem in the world, United Nations also developed an advergame called Food Force. These two huge projects show us how much an advergame would be powerful and influential in the log run. The benefits of advergames such as; the brand image reinforcement, databases created from the advergame can be used for demographics research, targeted markets can be reached by your advertising (when the game link is emailed), visitors may spend more time on your site, increased traffic due to viral marketing. [5] USAGE OF ADVERGAMING While the usage of advergaming being explained, firstly the question of why advergames should be used has to be answered. Most of the advertisement forms cause the customers to loose their interest and patience. So therefore, advergames which has the benefits mentioned above are very welcomed as an innovative way of both advertising and advertainment. The reason is because; the high interaction attracts consumers to join the game. In the world of Advergame, the participation of game is the participation of advertisement. [9] Interactivity, uniqueness, viality, technology are the basic content for the question of how an advergame should be. [9] Secondly, the brands should care about the following points if they want to use advergames more effectively and create powerful advergames. The steps can be sorted as first, brand and target group positioning analysis (e-marketing strategy analysis) have to be done. Later, game planning and design (Market specific game planning and project plan) is needed to be completed. Third, creative design and programming (art design and art programming development) is also necessary for a strong advergame. Then, game promotion and publication (make the website promotion plan) and collection and analysis of statistics emerges. Lastly, online evaluation and suggestions are done for a complete advergame. [9] All in all, the usage of advergames has to be considered in two perspectives which are why a company should take advantage of advergames and how should it create a more powerful one in order to reach more customers and have more profit. In the following parts the internet effect in our lives will be considered to give a wider point of view that the advergames are the most influential and powerful tools of online advertising. Further, the in-game advergaming and viral marketing concepts which are the tools of advergaming process will briefly be explained. The Internet effect Since reaching the most number of customers is the main aim of brands to increase their profits, in order to be being known by a wider mass, they first have to conquer the areas used by these customers. Internet is one of these fields since it is being used by almost everyone nowadays. In his article The Ability of Branded Online Games to Build Brand Equity: An Exploratory Study, David Deal approaches the increasing usage of internet as a growing trend toward turning off the television and tuning in to the Internet is forcing many marketers to enter a relatively unexplored advertising arena where the best methods of reaching and influencing customers are as yet unknown.[1] In the article he also argues, the studies have found that many Internet users spend their online time by playing video games. This realization, with the help of the researches leads a new mass media marketing strategy that integrates games with advertisements which is advergaming: a hybrid form of branded entertai nment. [1] The growing use and acceptance of internet in our lives, forced the marketers to use new media rich forms of online entertainment ways where they are more interactive and incorporated than previous ones. This also results with spending less time with traditional media, especially television. The rest of the leisure time is being preferred to be spent on internet. [1] Therefore, one of the best ways to include a marketing message which is needed to be reallocated by the companies, become internet. Furthermore, a greater portion of the internet population is getting used to the new forms of entertainment, especially with the available video games. [1] That is actually where advergaming takes its power from. Within the last ten years, the aim of reaching these online consumers was very crucial for advertisers. In order to discover that how much an average individual looks at a Website page, there have been several studies done. The results show less than half of all banner ads to which people were exposed, are being perceived. [5, 9] As a result, advertisements that people purposely avoid viewing simply do not have an opportunity to make an impression. [1] Then the idea of forcing the consumers to look at these online ads became a new trend. The pop-ups, interstitials, and pop-unders which were very intrusive, were found to be even more disliked than banner ads. [1] One of the imported points of this type of advertising is the amount of time that the gamers spend not only by playing the game but also by interacting with an advergame and as a result being exposed to the marketing message. There are several factors determine the time interval such as age, gender, type of game, and involvem ent with brand or product. The duration can range from 5-7 minutes (for a typical scenario) to 35 minutes (such as for Coca-Colas Live the Madness game) or longer [13, 16]. [1] In game advertising Viral Marketing Advergaming can be achieved mainly by two different ways. First, the brands can prepare thir own games and present to the customers. Second, they can also place the ad in to the games that already exist and have many players. The Sims or Second Life would be given as examples. The second is also named as in-game advertising. Moreover, beyond in-game advertising, Internet also encourages the gamers (users) to invite their friends to participate the games which could favor promotion form mouth to mouth, or viral marketing [2] where it can be defined as a marketing technique whereby information about a companys goods or services is passed electronically from one Internet user to another. In game advertising is being used very commonly since it is easier and less costly for a company than building their own online game. Also, by placing their logos, brand images, or the products as a simulation into a game, which is widely being played all around the world, companies can increase the probability to reach more and more customers. It is a huge arena so that impacts will also be quite large. THE IMPACT OF ADVERGAMING Influence on children Nutritious vs. Obesity Advergames are one of the most used marketing strategies to attract children and teenagers, creating in them an emotional link with the brand. This strategy can modify attitudes, in many occasions without applying responsible consumption, because the processes by which children purchases decisions are made are not as structured as adult decisions. [7] Its Childs Play: Advergaming and the Online Marketing of Food to Children [10] how advergames, which are online computer games developed to market a product, affect consumption of healthier and less healthy snacks by lowincome African American children.[6] Playing With Food: Content Analysis of Food Advergames [11] iyi anlamda Games with an Agenda: Entertainment for Consciousness Building [12] Researchs on customer and advergame relation Since the advergaming concept is a new format of advertising, even though it appears as promising, there have been a very little number of researches on it that scientifically prove its effectiveness. Also the adoption of the customers all around the world has not been justified yet and still unknown. [1] However, its potential cannot be underestimated. Before considering some of the researches and their results, it is necessary to mention that, since the advergaming is an internet based online advertisement form and most of the user or gamer population is composed of children and teenagers, the advergames target these two groups at most. However, the recent researches demonstrate that not only kids and teens but also many other surfers play advergames. 59% of the boys ages 13 to 17, 62% of the men ages 18 to 24 who go online, the largest group of women game players is between the ages of 45 and 54. [5] So therefore, according to that statistics it can be claimed that the advergaming is not only for kids any more. Here are some of the research examples and it will be examined that how there researches resulted in the means of advergaming. These types of researches are trying to measure the effects of online advertising on customers, by comparing interactive and non-interactive ads in order to determine their relative efficiencies across brand equity. At the end, it is concluded that visually stimulating and interactive forms of advertising are more effective at brand building in the sense of components of brand equity (aided brand awareness, online ad awareness, message association, brand favorability, and purchase intent). Indeed, highly interactive and animated advertising format could be expected to have a greater impact on brand equity than a traditional banner advertisement.[1] Some other studies are trying to figure out the emotional attachment of users to the brand. They claim that this emotional arousal generated by a brand with an interactive format of advertising increases an individuals attitude toward the advertisement positively to which they are exposed. The results show that the greater degrees of interactivity with an advertisement produced the higher levels of appreciation for the ad itself and for the Website on which it was deployed. [1] To sum up, researches have found that the less time a person that enjoys an advertisement spends thinking about the actual marketing message itself, the more they will like the advertisement [18]. [1] These studies indicate that for the advertisement the advergames could be expected to have a high level of appreciation. DIFFERENCE THAN OTHER ADVERTISING TOOLS Advantages/strengths A 2002 study comparing different ad types [12] found that advertisements that involved animations and/or interactivity were twice as effective as ordinary banner ads at generating message association, a component of brand equity. Interactive ads were compared to non-interactive ads to determine their relative merits across five different components of brand equity (aided brand awareness, online ad awareness, message association, brand favorability, and purchase intent). Disadvantages/weaknesses USAGE OF ADVERGAMING IN TURKEY Examples Rabarba.com HOW USAGE OF ADVERGAMING CHANGES AS PRODUCT TYPE DIFFERS CONLUSION Traditional product placement has taken on new meaning and force.

The Social and Economic Benefits of an Immigration Reform

Race and Ethnicity in the United States Dr. Carl Paris John Jay College of Criminal Justice Immigration reform has been a cornerstone on the last three presidential campaigns, on Bush's second term and on both of Obama's. It has the power to turn around an election because it would automatically grant the Hispanic vote to the candidate that commits to the best plan.At this moment, an immigration reform would bring great improvement in the economic status of the United States bringing a bigger workforce nd an increase in population that would mean bigger revenue for the government. Along with the economical capacity that approving an immigration reform, it also brings a wave a culture that would enrich the basis of the foundation of the United States, diversity. An immigration reform can open the doors for many professionals that could refresh the ideas of the United States and provide with a different perspective of the solutions out there for the problem we face.An immigrant is defi ned as a person who leaves his home nation and goes to a foreign one, usually ermanently, in search for an improvement. There are a lot of push and pull factors that encourage someone to leave their homeland. Economic difficulties, religious or ethnic persecution and political unrest are some factors that push immigrants from their nations, for example, some immigrants from Syria can flee their country in fear of a civil war pushing them to another country.The perceptions of a better life ahead or a desire to Join their family abroad are factors that pull immigrants to other nations, for example, a Mexican immigrant that leaves her country to reunite with her usband in the united states now that he has established himself better . The economic status in the United States is a shaky one at this moment. The government has had to force itself into shutdowns because they cannot come to an agreement on how to invest tax money more efficiently.This in turn affects the vast population of t he country, which is composed of the middle and lower classes. Budget cuts have been made that affect public assistance programs, schools and national agencies and security. The unemployment rate continues to be above 7% without any signs of going below that and it ncreases to 1 % tor people between the ages ot 1 There are over 40 million immigrants according to the Census in 2010, plus an estimate of 12 million undocumented immigrants that reside in the United States without proper documents.Each fall down on one of these three categories: naturalized citizens, foreign-born people who went through a congress mandated process to become a citizen of the united states; travel/working visa holders, foreign- born who undergo a process predetermined by their nations to be able to travel outside of their country; an undocumented immigrant; people who gain access not hrough the proper measures of the law, like crossing the border without papers or overstaying their visas, and are, therefor e, breaking it. All of the people above have one goal in mind and is to provide a better life for themselves and the people they care about.This aspect of life, immigration, has been the cornerstone for many civilizations in the past and it still remains as such. Such a high rate of immigration has been due to the great chain immigration. The first people who immigrate pave the roads for those who follow, usually family members. They in turn tell the next group who come and so on. The current immigrant population is composed of Latinos from South America and the Caribbean and Asia along with traces of Europe and the Middle East. Illegal immigration poses a problem to United States and its people.Millions of illegal immigrants are â€Å"taking† the Jobs where an American could have thrived and are getting paid less for it and therefore are desirable to business owners. Also, being that these immigrants are undocumented they are evading tax collection, which hinders the country . Something must be done to prevent this. There is a list of measures being taken right now. Most are highly inefficient and costly; hey may even be on of the reason why our economy is dwindling. One of them is that federal officials trying to track the nearly 12 million undocumented immigrants and the approximately 5 millions who overstayed their visas.This in turn is an impossible task with a highly expensive bill; expensive is not favored by the major public. The search and deportation could cost over a whopping $200 billion, not included the man power of law enforcement that would be used for such a task force diverting them from more important duties. A study by the Bipartisan Policy Center that an immigration reform could carry a 4. percent increase in the United States' economy and reduce the countrys deficit by $1. 2 trillion in a period of 20 years . Opening the doors for immigrants could help the United States attract individuals with proper skills.These incoming people, h ard-working as they are, would not be taking Jobs from the non-immigrant American as common speculation suggest. Instead, they would man the positions that no one else wants like cleaning toilets in a hotel or picking fruits in the agricultural field. Immigrants do not compete against the native-born American for Jobs instead they complement each other because mmigrants take the low-paying Jobs that American would reject or not apply to. An increase in population would mean a larger contribution to government revenue, which can be used to fund programs for better education and protect our nation more efficiently.An increase in government revenue can also alleviate the tax percentage that an individual pays back to the IRS. Immigrants that come from with enough resources can establish small businesses and create Jobs. By the increase of diversity, there will be an increase in consumer market. The bigger the population means the higher the demand. Higher demands mean higher production ot itterent goods and services allowing the way for businesses, big and small, to grow and thrive. Immigration is one of the aspects that have greatly shaped the United States for over 400 years.

Persuasive Writing on topic of Animal Rights Essay

Deceased: Monday, November 5th, 2001. Great Britain’s Prison Service has reported that animal rights terrorist Barry Horne, 49, died in a Worcester hospital on November 5 after a short-lived hunger strike. The official cause of death was liver failure. In 1997, Barry Horne was sentenced to 18 years in prison for carrying out vicious attacks and arson on legitimate facilities that he claimed promoted animal cruelty. His attacks put human beings in danger for animals, animals without sentience, the ability to realize that they are alive. Animals without the ability to distinguish thought. This essay will focus on animals we consume for our nutrition. Animals without the basic goal of human beings of life, liberty, and the pursuit of happiness. The human race cannot give these rights to living organisms without the goal of the unalienable right and without the basic comprehension of consciousness. Animals are ignorant of the basic sentience and self-awareness, everything is an an imal and we are not exempt, and reasoning that we should solely eat plant proteins because we have the intelligence to, and the wolf doesn’t, so therefore we should make the wolf our equal is self-contradictory. The human race has come up with criteria for judging the sentience of a organism. There are five basic building block of society, which are the criteria for judging the sentience of an animal. The starting point for any species is if they were observed as producing or having produced technological artifacts unique to that species. Next, if they were observed as able to communicate from one generation to the next by a recorded language unique to that species, that is a significant leap. An important pair is being observed as basing action on abstract reasoning and being observed as engaging in inductive and deductive reasoning processes, and finally, observed as engaging in non-utilitarian artistic activity unique to that species. No other species besides man has five basic building blocks of society. Animals eat, eat, reproduce, and die. We, as human beings, are predators. We eat other animals. We need to eat. Zoomorphism only happens when we aren’t worried about eating. If we were not sentient we would still eat animals. By the â€Å"survival of the fittest,† which is the law of raw nature, no animal has rights; only the tools to survive as  best it can. The chicken has no right not to be eaten by the fox. The gazelle has no ethical recourse against the lion. If we are merely animals, no other animal has any ethical standing to complain against the human animal for eating them or wearing their skins. The basic rational or â€Å"credo† for animal rights consists of changing our diet to exclusively vegetable proteins, based on the notion that human beings have the intelligence to choose to eat soy beans in preference to cattle but wolves can’t — and this superior human reasoning ability is a reason to consider animals such as wolves as our equals. Look at the last sentence of the animal rights credo, â€Å"This superior human reasoning ability is a reason to consider animals such as wolves our equals,† and therefore realize that that argument admits we are superior, so we should be equal. This argument is similar with â€Å"2=0†. The rational itself is contradictory. Animal rights failed on three other arguments as well. First, human beings are the dominant species on this planet, making decisions regarding use of the land, the sea, the air, and the near space above the air. Man rules and animals have to take what we do with them and lump it. The penultimate argument is there are no animals petitioning mankind, their â€Å"oppressor,† for an elevated status or recognition of their rights. Third, there are no animals contesting their status as inferiors to mankind. Animals aren’t protesting for their rights, it is human beings. Animals are not asking for their rights. How do we know to give them rights? If they are sentient, how do we know that they want rights? It is human beings who are asking for rights for animals, but their rational is insufficient. So let’s be prepared for animal rights activists, because after the death of Barry Horne, there are some people who may regard him as a martyr. That includes people who may want to carry out actions against on legitimate scientist working with animals to promote human being’s needs. No animal rights activists are themselves animals. There is no organization called Porpoises for the Ethical Treatment of Animals. It is people who make those demands of other people. Essentially brainless work animals should not be considered on the same level as sentient human beings. Animal Rights is the philosophy of allowing non-human animals to have the most basic rights that  all sentient beings desire: the freedom to be exempt from this web of dog eat dog, the food chain, the survival of the fittest.

The Benefits of Paper Recycling

Paper recycling has been around for a long time. Actually, when you think about it, paper has been a recycled product from the very beginning. For the first 1,800 years or so that paper existed, it was always made from discarded materials. What Are the Most Significant Benefits of Paper Recycling? Recycling paper conserves natural resources, saves energy, reduces greenhouse gas emissions, and keeps landfill space free for other types of trash that cant be recycled. Recycling one ton of paper can save 17 trees, 7,000 gallons of water, 380 gallons of oil, 3.3 cubic yards of landfill space and 4,000 kilowatts of energy — enough to power the average U.S. home for six months — and reduce greenhouse gas emissions by one metric ton of carbon equivalent (MTCE). Who Invented Paper? A Chinese official named Tsai Lun was the first person to make what we would consider paper. In 105 AD, at Lei-Yang, China, Tsai Lun stirred together a combination of rags, used fishing nets, hemp and grass to make the first real paper the world had ever seen. Before Tsai Lun invented paper, people wrote on papyrus, a natural reed used by ancient Egyptians, Greeks, and Romans to create the paper-like material from which paper derives its name. Those first sheets of paper Tsai Lun made were pretty rough, but over the next few centuries, as papermaking spread throughout Europe, Asia, and the Middle East, the process improved and so did the quality of the paper produced. When Did Paper Recycling Begin? Papermaking and producing paper from recycled materials came to the United States simultaneously in 1690. William Rittenhouse learned to make paper in Germany and founded Americas first paper mill on Monoshone Creek near Germantown, which is now Philadelphia. Rittenhouse made his paper from discarded rags of cotton and linen. It wasnt until the 1800s that people in the United States started making paper from trees and wood fiber. On April 28, 1800, an English papermaker named Matthias Koops was granted the first patent for paper recycling — English patent no. 2392, titled Extracting Ink from Paper and Converting such Paper into Pulp. In his patent application, Koops described his process as, An invention made by me of extracting printing and writing ink from printed and written paper, and converting the paper from which the ink is extracted into pulp, and making thereof paper fit for writing, printing, and other purposes. In 1801, Koops opened a mill in England that was the first in the world to produce paper from material other than cotton and linen rags — specifically from recycled paper. Two years later, the Koops mill declared bankruptcy and closed, but Koops patented paper-recycling process was later used by paper mills all over the world. Municipal paper recycling started in Baltimore, Maryland, in 1874, as part of the nations first curbside recycling program. And in 1896, the first recycling center opened in New York City. From those early efforts, paper recycling has continued to grow until, today, more paper is recycled (if measured by weight) than all of the glass, plastic, and aluminum combined. How Much Paper Is Recycled Every Year? In 2014, 65.4 percent of the paper used in the United States was recovered for recycling, for a total of 51 million tons. Thats a 90 percent increase in the recovery rate since 1990, according to the American Forest Paper Association. Approximately 80 percent of U.S. paper mills use some recovered paper fiber to produce new paper and paperboard products. How Many Times Can the Same Paper Be Recycled? Paper recycling does have limits. Every time paper is recycled, the fiber becomes shorter, weaker and more brittle. In general, paper can be recycled up to seven times before it must be discarded. Edited by Frederic Beaudry