The Effectiveness Of Product Placement In Computer Games
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Analyzing The Effectiveness Of Product Placement In Video Games Using An Experimental Design
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Author : Jose Marti Parreno
language : en
Publisher:
Release Date : 2019
Analyzing The Effectiveness Of Product Placement In Video Games Using An Experimental Design written by Jose Marti Parreno and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Experimental design categories.
This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent variables to measure the effectiveness of product placement. Four versions of a real online car racing video game were developed to test the four experimental conditions: 1℗=℗high repetition and familiar brand; 2℗=℗low repetition and familiar brand; 3℗=℗high repetition and unfamiliar brand; and 4℗=℗low repetition and unfamiliar brand. This experiment allowed to find out that consumers recall better familiar than unfamiliar brands placed in a video game. Familiar brands also performed better in a brand recognition measure than unfamiliar brands while no interaction effect of repetition was found for both familiar and unfamiliar brands. This project resulted in the following publication: Mart©Ư-Parre©ło, J., Bermejo-Berros, J., & Ald©Łs-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumerś memory. Journal of Interactive Marketing, 38, 55́63. Retrieved from https://www.sciencedirect.com/science/article/pii/S1094996816300779.
The Effectiveness Of Product Placement In Computer Games
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Author : Oliver Webb
language : en
Publisher:
Release Date : 2012
The Effectiveness Of Product Placement In Computer Games written by Oliver Webb and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Advertising categories.
This dissertation aims to explore the marketing tool of product placement in computer games. Three variables were measured; centrality, prior experience and involvement. The limited-capacity model of attention and explicit/implicit memories were used to analyse and explain the effects.
Product Placement
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Author : Johanna Bueß
language : en
Publisher: diplom.de
Release Date : 2004-06-04
Product Placement written by Johanna Bueß and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-06-04 with Business & Economics categories.
Inhaltsangabe:Abstract: Product placement has become increasingly common in recent years. This paper analyses the practice of placing brands in films and television programmes from different perspectives. From the marketers point of view the development of product placement as a marketing communication instrument is analysed. It is also shown how filmmakers can use it to add realism to a film and save production costs. Putting the product placement strategy into practice is found to be a complex process. Furthermore, the way of compensation varies from case to case. The analysis of costs per thousand reveals that product placement is a cost-effective marketing communication instrument. This analysis of the marketers and the filmmakers point of view is supported by interviews with marketing departments, product placement agencies and film production companies. On the other hand viewers ethical concerns about product placement are investigated and it is studied how they are included in legal restrictions. The outcome is that there are some areas with no regulations and areas with rules that have limitations. Therefore, recommendations for improvement are made. Also, ways are established how marketers can take viewers concerns into consideration when placing their brand in a film. Finally the effectiveness of product placement in marketing communications is analysed on the basis of academic research. It is found that product placement can be successful in regard to brand recall and recognition and to some extent in regard to brand attitude and purchasing behaviour. However, the effectiveness depends on the type and exposure time of the placement, the kind of film and supporting advertising. Summing up, product placement can be used effectively for marketers and filmmakers, while not having predominantly negative effects on viewers. However, this is only the case when it is planned carefully and a number of aspects are taken into consideration. Inhaltsverzeichnis:Table of Contents: INTRODUCTION4 AIMS AND OBJECTIVES4 METHODOLOGY5 PART 1:BACKGROUND7 1.1DEFINITION OF THE TERM PRODUCT PLACEMENT7 1.2THE HISTORY OF PRODUCT PLACEMENT9 1.3REASONS FOR THE INCREASING USE OF PRODUCT PLACEMENT10 1.3.1REASONS FOR MARKETERS10 1.3.2REASONS FOR FILMMAKERS10 1.4USE OF PRODUCT PLACEMENT TODAY AND FUTURE FORECAST11 1.4.1MARKETS11 1.4.2CATEGORIES12 1.4.3NEW POSSIBILITIES AND FUTURE FORECAST12 PART 2:MARKETERS' AND FILMMAKERS' VIEW: PLANNING [...]
Innovation And Marketing In The Video Game Industry
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Author : David T. A. Wesley
language : en
Publisher: Gower Publishing, Ltd.
Release Date : 2010
Innovation And Marketing In The Video Game Industry written by David T. A. Wesley and has been published by Gower Publishing, Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Video games categories.
Based on their extensive research into the business and marketing strategies of the video game industry, David Wesley and Gloria Barczak consider how and why, in the search for the holy grail of high definition gaming, many companies have become ensnared in a 'performance trap' that causes them to lose sight of the customer. The history of technology is littered with examples of superior products that either failed or sold poorly relative to technically inferior competing products. Innovation and Marketing in the Video Game Industry examines the factors behind success and failure and identifies patterns that will help engineers, developers, and executives formulate better business strategies.
Alternative Media Strategies Measuring Product Placement Effectiveness In Videogames
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Author : Harshavardhan S. Gangadharbatla
language : en
Publisher:
Release Date : 2006
Alternative Media Strategies Measuring Product Placement Effectiveness In Videogames written by Harshavardhan S. Gangadharbatla and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
An experimental design using four groups---subjects playing or watching the videogame with or without billboards in it---was used. Subjects (N=418) were invited to a laboratory and given instructions to participate in the study. A PC-based (offline) car racing game called TRACKMANIA Sunrise(TM) with billboards embedded alongside the racing track was used. A posttest-only control group method was chosen and subjects completed a questionnaire after being exposed to a treatment. Several t-tests and bivariate correlations were calculated to test the hypotheses.
An Analysis Of Product Placement As A Strategic Communication Instrument
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Author : Michael Knöppel
language : en
Publisher: diplom.de
Release Date : 1999-02-09
An Analysis Of Product Placement As A Strategic Communication Instrument written by Michael Knöppel and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-02-09 with Business & Economics categories.
Inhaltsangabe:Abstract: The dissertation scrutinises the opportunities that product placement may entail as an additive and integral part of a company s marketing mix. It also discusses its imminent disadvantages and threats as posed by the relevant German legislation. The main focus, however, is placed on the conceivable effects of product placement as regards brand awareness, recall, attitudes and increasing turnover. Einleitung: Die Arbeit untersucht die Möglichkeiten, welche "Product Placement" als eine additive und integrierte Komponente des Marketing-Mixes für interessierte Unternehmen bietet. Weiterhin werden ökonomisch bedingte Nachteile und Einschränkungen im Rahmen der deutschen Gesetzgebung erläutert. Das Hauptaugenmerk jedoch liegt auf den möglichen Auswirkungen des Product Placements auf Markenbekanntheit, Recall, Einstellungen (Attitudes) und Umsatzsteigerungen. Inhaltsverzeichnis:Table of Contents: List of abbreviationsVII 0.Executive Summary1 1.Introduction and scope of this worK2 1.1Objectives and limitations2 1.2Method of approach3 1.3Definition of terms4 1.4Categorisation of Product Placement within the communications mix7 2.Reasons for the development and growth of Product Placement10 2.1Overview10 2.2General market conditions and how to react to them10 2.3The changing face of the electronic media market11 2.3.1Television11 2.3.2Cinema/The film industry13 2.3.3Video16 2.4Growing ineffectiveness of traditional forms of advertising17 2.4.1New forms of media usage as reactions to the information overload17 2.4.2The problem of reactance19 2.5Internationalisation and globalisation of markets20 3.Historical development of Product Placement22 3.1Inception and evolution in the US22 3.2Overview of the German market27 4.Classifications of Product Placement in practice29 4.1According to the object placed30 4.1.1Product Placement in a narrow sense30 4.1.2Generic Placement31 4.1.3Corporate Placement32 4.1.4Innovation Placement33 4.1.5Idea Placement34 4.2According to the kind of information transfer35 4.2.1Visual Product Placement35 4.2.2Verbal Placement35 4.3According to the intensity of its integration into the action37 4.3.1On-Set Placement38 4.3.2Creative Placement38 4.3.3Image Placement40 5.Critical discussion of the applicability for placing companies42 5.1Advantages and benefits associated with Product Placement42 5.2Disadvantages and problems associated with Product Placement48 5.3The legal [...]
Effects Of Brand Placement In Advergames On Brand Memory And Brand Attitude
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Author : Mira Lee
language : en
Publisher:
Release Date : 2004
Effects Of Brand Placement In Advergames On Brand Memory And Brand Attitude written by Mira Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
Changing The Game
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Author : David Edery
language : en
Publisher: FT Press
Release Date : 2008-10-07
Changing The Game written by David Edery and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-07 with Business & Economics categories.
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit! Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army’s total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google’s computers cannot identify on their own. Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity...in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general. In-game advertising, advergames, adverworlds, and beyond Choose your best marketing opportunities--and avoid the pitfalls Use gaming to recruit and develop better employees Learn practical lessons from America’s Army and other innovative case studies Channel the passion of your user communities Help your customers improve your products and services--and have fun doing it What gamers do better than computers, scientists, or governments Use games to solve problems that can’t be solved any other way
Advances In Advertising Research Vol Iv
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Author : Sara Rosengren
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-30
Advances In Advertising Research Vol Iv written by Sara Rosengren and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-30 with Business & Economics categories.
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
Product Placement In Video Games As A Marketing Strategy
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Author : Inés Küster Boluda
language : en
Publisher:
Release Date : 2010
Product Placement In Video Games As A Marketing Strategy written by Inés Küster Boluda and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.