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The effects of product placement in children's magazine on young readers' responses to the brand.

Sharma, Deepa, Mizerski, Richard and Lee, Alvin 2007, The effects of product placement in children's magazine on young readers' responses to the brand., in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z..

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Title The effects of product placement in children's magazine on young readers' responses to the brand.
Author(s) Sharma, Deepa
Mizerski, Richard
Lee, Alvin
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 December 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Keyword(s) product placement
computer/video games
product recall
Summary Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude toward the brand is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and influencing consumers less positively pre-disposed towards a brand (analogous to non-users). The findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036207

Document type: Conference Paper
Collections: School of Management and Marketing
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