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Více informací o knize Effects of InGame-Advertising within a strategy computer game

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Society & social sciences Society & culture: general Media studies

• Plný název: Effects of InGame-Advertising within a strategy computer game
• Autor: Björn Taubert
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 124
• EAN: 9783639314717
• ISBN: 3639314719
• ID: 06838342
• Nakladatelství: VDM Verlag
• Hmotnost: 191 g
• Rozměry: 229 × 152 × 7 mm
• Datum vydání: 04. February 2011

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