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| Author: | Mackay, T. (et al.) |
| Title: | The effect of product placement in computer games on brand attitude and recall |
| Journal: | International Journal of Advertising
2009 : VOL. 28:3, p. 423-438 |
| Index terms: | brands consumers brand valuation brand choice |
| Language: | eng |
| Abstract: | Media fragmentation and proliferation together with declining advertising efficacy has engendered interest in developing more effective ways to reach consumers. This article explores the effect of active product placement in computer games on brand attitude and recall. The results suggests that exposure to a particular brand in a computer game can increase brand attitude among consumers whose pre-existing attitude towards the brand in question is fairly low. Product placement within computer games is an effective means of fostering high spontaneous brand recall. |
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