Marketing vs. Games in Secondary School: Is it Secondary School?

Krunoslav Bedi and Nikolina Žajdela Hrustek
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Krunoslav Bedi: School of Civil Engineering, Art and Craft Čakovec, Čakovec, Croatia
Nikolina Žajdela Hrustek: Department of Organization and Informatics Varaždin, University of Zagreb, Varaždin, Croatia

International Journal of Innovation in the Digital Economy (IJIDE), 2013, vol. 4, issue 3, 35-50

Abstract: Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.

Date: 2013
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