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Title: The effectiveness of teaser campaigns as part of the marketing communication strategy of companies in the video game industry
Authors: Attard, Neil
Keywords: Video games industry
Video games -- Marketing
Viral marketing
Metal Gear Solid V: The Phantom Pain (Game)
Issue Date: 2018
Citation: Attard, N. (2018). The effectiveness of teaser campaigns as part of the marketing communication strategy of companies in the video game industry (Master's dissertation).
Abstract: This paper reviews the effectiveness of teaser marketing within the video game industry where it is prevalent throughout companies’ communications strategy. Other industries having adopted this form of marketing which not only makes its consumers receivers of marketing messages but messengers themselves. Through the research conducted, I wanted to learn more about these marketing tactics and find ways in utilizing them in a way where they can benefit other sectors such as the food and beverage industries. In the first section of this text, I will be delving into the literature behind what makes teasers so effective in generating engagement in its consumers by having a look at a previous study in India and its media consumers, along with examples of video game titles that have left an impact on their market at the time. When a consumer gets down to buying a specific product based on what he/she sees online is different from other purchasing methods. Studies suggest that consumer decision-making should be conceptualized concerning online communication exposure and information processing. I chose to conduct structured interviews and a focus group to help me gather the information needed in order to create strong marketing strategies based on feedback from the consumers themselves and apply new or better methods for our client marketing strategies. The ultimate aim is to develop a more active consumer, rather than a passive one who receives thousands of marketing messages each day which get lost. The results gathered have indicated that high communication and feedback from the consumer is essential to creating viable engaging teaser marketing. This, above all, must be present before any marketing occurs.
Description: M.B.A. EXEC.
Appears in Collections:Dissertations - FacEma - 2018

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