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| Author: | Mau, G. Silberer, G. Constien, C. |
| Title: | Communicating brands playfully. Effects of in-game advertising for familiar and unfamiliar brands |
| Journal: | International Journal of Advertising
2008 : VOL. 27:5, p. 827-851 |
| Index terms: | advertising marketing communication brands computers games |
| Freeterms: | brand placement product placement |
| Language: | eng |
| Abstract: | This paper explores the effects of brand placements (here as: plmts.) in computer games on brand attitude and on game attitude. Based on an online experiment (N = 521), it is shown that especially unfamiliar brands can achieve a better attitude, whereas the attitude towards the familiar brand worsens as a result of ad plmts. In any case, the game will suffer as a result of the integration of advertising: attitude towards the game worsens as a result of ad plmts. However, these effects were not moderated by ad scepticism. Attitude towards the game has a direct impact on attitude towards the advertised brand. |
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