Recall of Brand Placements in Computer/Video Games

Nelson, Michelle R.

doi:10.2501/jar-42-2-80-92

Cited by 331 publications

(274 citation statements)

References 16 publications

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“…Gamers are thus exposed to the advertisements repeatedly for a prolonged period of time. 6,16,30 Owing to the limitations in the research design, the findings for this study, like other similar studies, do not measure the recall and recognition rates of in-game advertisements beyond the participants' initial exposure to the game. As such, the actual recall and recognition rates could be potentially higher.…”

Section: Resultsmentioning

confidence: 99%

“…[4][5][6][7] However, a number of studies conducted on in-game advertisements suggest that they may not be effective, given the low number of advertisements recalled and recognized in these studies. 6,8,9 Many of the studies on in-game advertisements used respondents who were male and aged between 18 and 35 years of age. In part, this was justified by the majority of sport video gamers belonging to this demographic group.…”

Section: Introductionmentioning

confidence: 99%

“…Although there are criticisms to the use of recall and recognition as a method for measuring the effectiveness of in-game advertisements and more generally product placements, they are still the most common measure used in studies. 6,8 Unaided recall required participants to list down as many brands as they could remember from the game. Participants were also allowed to describe the logo that they saw if they could not remember the brand.…”

Section: Gamers Are Also Consumersmentioning

confidence: 99%

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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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Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Gamers Are Also Consumersmentioning

confidence: 99%

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

Toh¹,

Leng

2014

J Direct Data Digit Mark Pract

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“…Similarly, prior research in advertising recall suggests that well-known brands are better recalled than unfamiliar brands by consumers (Kent and Allen 2004;Nelson, Yaros, and Keum 2006;Schneider and Cornwell 2005). Nelson (2002), also showed in a series of experiments that a brand's market prominence in the consumer mind positively affected the recall of the brand in product placements. Similarly, in their study on product placement in computer games, Mackaya et.…”

Section: Brand Attitudementioning

confidence: 95%

What Makes Consumers Recall Banner Ads in Mobile Applications

Çiçek

Eren-Erdoğmuş

Daştan

2017

emaj

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The uses of mobile advertisements are increasing their popularity across the world. Companies can gather information about the mobile users based on their locations, lifestyle, and preferences via GPS, cookies and browsing history and embed highly personalized banner ads in mobile applications. However, in the literature there is hardly any work on the effectiveness of these highly personalized in-app banner ads. The aim of the study is to reveal which factors affect the effectiveness of in-app banner ads. An experimental study was designed and 209 subjects participated. The results of Ordinal Logistic Regression indicated that prior brand attitude and attitude towards application have a positive effect, whil e brand engagement with self-concept has a negative effect on the recall of in-app banner ads. Moreover, in-app banner ads are recalled more when they are located in landscape applications and positioned at the top part of the screen. This research provides some implications for future studies and practitioners.

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“…However, this too is very broad brush, and a more detailed consumer motivations model would be useful. A laboratory experiment published in the Journal of Advertising Research (Nelson 2002) found that product placements in video games did result in enhanced brand name recall and were not seen as deceptive. A recent article in the European Business Review (Ip and Jacobs 2004) highlighted the issue of "territorial lockout" in video game distribution, in which games and equipment are not usable everywhere (similar to DVD regional encoding).…”

Section: The Earliest Reference To Video Games Of Any Kind Was In Thementioning

confidence: 99%

Entertainment software: suddenly huge, little understood

Alpert

2007

Asia Pacific Journal of Marketing and Logistics

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PurposeIn less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this knowledge gap.Design/methodology/approachThe paper identifies what is known, and what needs to be known. The paper reviews the literature and adds data from the most recent reports available.FindingsThe literature has been slow to address this industry. It has not even been clear what to call this industry. (Some people still call it the video game industry.) The most basic marketing issues still need to be researched, i.e. customer benefits sought and segmentation. A typology of game genres is proposed.Originality/valueThis paper is the first overview of the entertainment software industry from a marketing perspective.

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Recall of Brand Placements in Computer/Video Games

Cited by 331 publications

References 16 publications

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

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

What Makes Consumers Recall Banner Ads in Mobile Applications

Entertainment software: suddenly huge, little understood

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