IMPACTO DEL ADVERGAME COMO ESTRATEGIA DE COMUNICACIÓN EN ADULTOS JÓVENES Y PLENOS DE GUAYAQUIL

Abstract

Due to the lack of effectiveness in commercial brands, currently advertise in traditional media. Together with the lifestyle of people who are marked by strong global trends, towards digital, ludicrous and connectivity, surges the strategy in communications called Advergame, which joins video games and advertising, turning them into a new and innovative non traditional communications used by multinational and national companies, which facilitates the transmitting to people interactive ideas for advertising campaigns, as well as the value, functions and qualities of brands products obtaining very good results. The development of this paper provided guidelines for developing companies of Advergame about the impact of Advergame in Guayaquileños, between the ages of 17 to 35 years old, through four focus groups. This study allowed us to learned, that the segment with the greatest impact is the group from 26 to 35 years old, of high socio/economic status and the platform most preferred by users is the mobile applications due to its easy accessibility anywhere from a smartphone, with a 100% level of brand memory.