chapter  5
Marketing communications and video games
Pages 19

This chapter is about marketing communications, which are an essential part of the marketing process. Our defi nition of marketing communications is based on a deeper explanation of what marketing, communications and consumers signify in this context. We present several categorizations of marketing communications – the fi rst is bought/paid, earned/non-paid and owned media communications, while the second framework builds on models of one-way and two-way communications. The categorizations are used to explain the traditional type of marketing communications such as advertising, PR/strategic communications and marketing communications. The chapter concludes by discussing new perspectives that can cross the boundaries of these established categorizations of marketing communications.