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.
|Number of Pages||124|
|Book Type||Media studies|
|Country of Manufacture||India|
|Product Brand||Not defined|
|Product Packaging Info||Box|
|In The Box||1 Piece|
|Product First Available On ClickOnCare.com||2015-08-18 00:00:00|