Gamification as a Means of a Brand's Communication Goal Implementation

Student: Smy`slova Sof`ya

Supervisor: Olga O. Savelyeva

Faculty: School of Integrated Communications

Educational Programme: Bachelor

Year of Graduation: 2014

<p>In our project we are considering gamification of marketing communications. The paper considers the market of Russian advertising including traditional instruments such as ATL and BTL advertising, as well as newly developed marketing communications in digital area including web-marketing, mobile marketing, social media marketing, any kind of digitalized communication and a combination of online and offline tools. We consider gameficition to be the instrument which can level up digital campaigns' effectivness.</p>

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses