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The effects of product placement in children's magazine on young readers' responses to the brand.
conference contribution
posted on 2007-01-01, 00:00 authored by D Sharma, R Mizerski, Alvin LeeAlvin LeeMedia 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.
History
Event
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)Publisher
University of Otago, School of Business, Dept. of MarketingLocation
University of Otago, Dunedin, New ZealandPlace of publication
Dunedin, N.Z.Start date
2007-12-03End date
2007-12-05Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1.1 Full written paper - refereedCopyright notice
2007, ANZMACEditor/Contributor(s)
M Thyne, K Deans, J GnothTitle of proceedings
ANZMAC 2007 : 3Rs, reputation responsibility relevanceUsage metrics
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