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 resul...

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Bibliographic Details
Published inCyberpsychology & behavior Vol. 11; no. 4; p. 399
Main Authors Yang, Heng-Li, Wang, Cheng-Shu
Format Journal Article
LanguageEnglish
Published United States 01.08.2008
Subjects
Adult
Advertising as Topic - methods
Analysis of Variance
Attention
Games, Experimental
Goals
Humans
Internet
Mental Recall
Play and Playthings
Reference Values
Subliminal Stimulation
User-Computer Interface
Video Games
Online AccessGet more information

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Summary: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.
ISSN:1557-8364
DOI:10.1089/cpb.2007.0099