The Effectiveness of In-Game Advertising

Sinai Audhy, Shruti Raghuvir (2010) The Effectiveness of In-Game Advertising. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This research explores the effectiveness of in-game advertising. Technological advances have rendered traditional advertising obsolete, leading marketers to seek new channels to reach out to the end consumer. New generation computer games and the rise and reach of the gaming industry have transformed this medium into a potential brand placement tool. A number of researchers have endeavoured to study the effectiveness of this form of marketing communication. However, the current research is limited in its knowledge about the effect on a gamer‘s brand memory and attitude.

A comprehensive literature review was carried out in this study, which facilitated the identification of the gaps in the current research. The study then attempted to investigate the combined effect of brand familiarity and prominence of the brand placement in the game using quantitative techniques. The results show that the location of placements and familiarity of brands does have an impact on brand recall and attitude. Unfamiliar brands can benefit through prominent placements in the game, while the presence of familiar brands in any location in the game results in enhanced recall. It was found that prominent placement resulted in improved brand attitudes for both familiar and unfamiliar brands. However, this was not expected in case of familiar brands. The findings of this research show advances in the current understanding of in-game advertising with promising implications for practitioners and give way to new directions of research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 21 Jan 2011 09:03
Last Modified: 25 Oct 2016 20:23
URI: http://eprints.nottingham.ac.uk/id/eprint/24047

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