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| Author: | Schneider, L. (et al.) |
| Title: | Cashing in on crashes via brand placement in computer games: the effects of experience and flow on memory |
| Journal: | International Journal of Advertising
2005 : VOL. 24:3, p. 321-343 |
| Index terms: | Advertising effectiveness Brands Brand names Computers Experience Placement Australia |
| Language: | eng |
| Abstract: | Placing brand names, logos and products into computer games is becoming increasingly popular. This study explores the effectiveness of different banners, in terms of recall and recognition, as well as the effects of computer game experience on participants' memories of banners. The research used self-selected sample of 46 males and found that banners high in spatial prominence led to higher recall and recognition levels. However, subtle banners related to the actions of the players were also able to influence memory. The concept of low was also hypotesized to impact on memory but this was not supported. |
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