Product placement of computer games in cyberspace.
Computer games are considered an emerging media and are even regarded as an advertising channel. By a three-phase experiment, this study investigated the advertising effectiveness of computer games for different product placement forms, product types, and their combinations. As the statistical results revealed, computer games are appropriate for placement advertising. Additionally, different product types and placement forms produced different advertising effectiveness. Optimum combinations of product types and placement forms existed. An advertisement design model is proposed for use in game design environments. Some suggestions are given for advertisers and game companies respectively.
Yang
Heng-Li
HL
Department of Management Information Systems, National Cheng-Chi University, Taiwan, Republic of China. yanh@nccu.edu.tw
Wang
Cheng-Shu
CS
D000328:Adult; D000329:Advertising / Q000379:methods*; D000704:Analysis of Variance; D001288:Attention; D005717:Games, Experimental; D006040:Goals; D006801:Humans; D020407:Internet; D011939:Mental Recall; D010988:Play and Playthings; D012016:Reference Values; D013360:Subliminal Stimulation; D014584:User-Computer Interface; D018910:Video Games