Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games

Nelson, Michelle R.; Keum, Heejo; Yaros, Ronald A.

doi:10.1080/15252019.2004.10722090

Cited by 211 publications

(138 citation statements)

References 27 publications

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“…También se ha estudiado el comportamiento posterior de compra o rechazo hacia el producto anunciado (Babin y Carder: 1996;Nelson, Keum y Yaros, 2004).…”

Section: Antecedentes De La Investigaciónunclassified

Memory and visibility in video games’ product placement

Seoane¹,

Pérez

Costa

2015

adComunica

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Visibilidad y recuerdo del product placement […] Palabras claveEmplazamiento de producto; videojuegos; atención; recuerdo; eficiencia publicitaria. ResumenEste estudio analiza la visibilidad que tiene la publicidad insertada a modo de product placement en los videojuegos. Para ello se ha realizado una investigación cualitativa experimental mediante la tecnología de eye tracking que determinó las zonas de pantalla más visibles y eficientes para la inserción de marcas, en un entorno eminentemente lúdico. Esta investigación se centra en la eficacia y el recuerdo de las ubicaciones en nueve zonas de pantalla correspondientes a tres áreas verticales (derecha, central e izquierda) y tres áreas horizontales (superior, inferior y central). El objetivo es averiguar cuáles son las de mayor visibilidad y su asociación con el recuerdo, por parte del usuario, de cada una de las marcas anunciantes.

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“…También se ha estudiado el comportamiento posterior de compra o rechazo hacia el producto anunciado (Babin y Carder: 1996;Nelson, Keum y Yaros, 2004).…”

Section: Antecedentes De La Investigaciónunclassified

Memory and visibility in video games’ product placement

Seoane¹,

Pérez

Costa

2015

adComunica

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“…5,10,11 More importantly, sports video gamers find in-game advertising acceptable and appropriate as the brands add realism to the game. 7,15 This has led to an increase in the use of product placement within sports video games, with one study finding that the average number of brands in sports video games doubled from 2004 to 2006. 4,5 Studies on the effectiveness of in-game advertisements have concluded that there are several factors affecting the recall and recognition rates of in-game advertisements.…”

Section: Advertisers Interested In Product Placementmentioning

confidence: 99%

Demographic differences in recall and recognition rates of in-game advertisements

Toh¹,

Leng

2014

J Direct Data Digit Mark Pract

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In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study, 58 participants were selected. Participants were instructed to play a racing game on a computer tablet. This was followed by a test of the respondents' rate of recall and recognition of the in-game advertisements. Results showed that there is no difference in the recall and recognition rates between the genders. However, respondents from the younger demographic group are more likely to have higher rates of recall and recognition as compared with respondents from the older demographic group. This suggests that, in targeting older consumers using in-game advertisements, marketers need to develop different strategies to increase the recall and recognition rates.

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“…In the model, feelings elicited by advertising and the informative value of advertising create consumer's beliefs about the ad, which influences overall perceptions of advertising. Specific to ads in video and computer games, Nelson, Keum, and Yaros (2004) argued that game users are more likely to show positive attitudes toward advergame, a game created to promote a brand and its product, when they view the games as a useful source of information or entertainment.…”

Section: Attitudes Toward Svg and Sport Brandmentioning

confidence: 99%

The Role of Emotional and Cognitive Responses to Sport Video Gaming in Sport Brand Attitude Formation

Kim¹,

Lee²,

Bang³

2015

JPR

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The purpose of this study is to develop and test a conceptual model of brand attitude formation using repeated exposure to sport brands in sport video games (SVG); and to examine if the research model has the same pattern across high and low levels of sport brand familiarity. Three hundred seventy five (375) undergraduate students, recruited from two universities in the US, participated in an experiment. Results from structural equation modeling (SEM) provide empirical evidence that the repetition of SVG elicits emotional reactions and cognitive evaluations about sport brands detailed in SVG. This study also confirms that emotional reactions to unfamiliar brands in SVG are indirectly transferred to brand attitudes through SVG attitudes. Indirect effects of brand cognition on brand attitudes through SVG attitudes are evident in high levels of brand familiarity but not in low levels of brand familiarity.The findings lead to managerial implications for marketers and provide researchers with empirical data on how future research can explore the unique participatory experience of sport consumers in a virtual sport environment.

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Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games

Cited by 211 publications

References 27 publications

Memory and visibility in video games’ product placement

Memory and visibility in video games’ product placement

Demographic differences in recall and recognition rates of in-game advertisements

The Role of Emotional and Cognitive Responses to Sport Video Gaming in Sport Brand Attitude Formation

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