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Effects of InGame-Advertising within a strategy computer game

 

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  • Product Description
 

An auspicious opportunity for advertising companies arises out of the growing market for video games. Based on a real-time strategy computer game, this study assessed whether advertisements, implemented in four different versions of a custom-made World in Conflict: Soviet Assault mission as pure product and/or plot placement created after the advertising effect model by Kroeber-Riel, have an effect. Brand recall data, gathered with recall and recognition methods and evaluated by an analysis of variances, showed significant effects. Contrary, expected differences in brand recall ? based on the use of pure product or plot placement ? could not be verified. Furthermore, plot placement interactions did not correlate with the brand recall and no change in behavior could be detected.

Product Specifications
SKU :COC101763
AuthorBj”rn Taubert
LanguageEnglish
BindingPaperback
Number of Pages124
Publishing Year2011-02-04T00:00:00.000
ISBN978-3639314717
Edition1 st
Book TypeMedia studies
Country of ManufactureIndia
Product BrandNot defined
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-08-18 00:00:00
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