Effectiveness of In-Game Advertising
Effectiveness of In-Game Advertising:
The Influence of Cultural Background of Master Students on Brand Interest and Purchase Intention
The Case of PRO EVOLUTION 2009
Course Tutor: Kathy Durkin
Prepared by Nilay Akhan
Reference no: 4339939 Introduction
In-game advertising refers to the placement of brands in games (Yang et al. 2006). This trend had started in the late 1980s with the brand placement of Marlboro on billboards in the racing games of Sega Games (Chambers 2006, cited Chang et al. 2010), and since then the development of the internet and game development technology has been accelerated. The expansion of video game industry has attracted advertisers’ attention to a new potential promising market where they can target especially young audience through brand placement in video games. Since gamers are a captive audience, marketers find placing ads within games highly reasonable (Smith, 2005). In-game advertising (IGA), therefore, has gained remarkable attention from advertisers (Chang et al. 2010); hence both advertisers and game developers are regularly seeking new developments in research on advertising in video games (Lewis and Porter, 2010).
To date, many studies (Yang et al. 2006; Smith, 2005) have been conducted to observe the effectiveness of in-game advertising in terms of different approaches. Congruency in gameplay, for example, and its impact on advertising awareness, brand interest, and intent to purchase have been examined by Lewis and Porter (2010) in US; and it is founded that there is no significant correlation between congruency in in-game advertising and these three elements. On the other hand, according to a similar research conducted in China, the match between the advertisement and its advertising vehicle according to congruity, integration, and prominence has a positive influence on players ' interest in IGA and their purchase intentions toward the advertised product (Chang et al. 2010). Both of the studies used
The Influence of Cultural Background of Master Students on Brand Interest and Purchase Intention
The Case of PRO EVOLUTION 2009
Course Tutor: Kathy Durkin
Prepared by Nilay Akhan
Reference no: 4339939 Introduction
In-game advertising refers to the placement of brands in games (Yang et al. 2006). This trend had started in the late 1980s with the brand placement of Marlboro on billboards in the racing games of Sega Games (Chambers 2006, cited Chang et al. 2010), and since then the development of the internet and game development technology has been accelerated. The expansion of video game industry has attracted advertisers’ attention to a new potential promising market where they can target especially young audience through brand placement in video games. Since gamers are a captive audience, marketers find placing ads within games highly reasonable (Smith, 2005). In-game advertising (IGA), therefore, has gained remarkable attention from advertisers (Chang et al. 2010); hence both advertisers and game developers are regularly seeking new developments in research on advertising in video games (Lewis and Porter, 2010).
To date, many studies (Yang et al. 2006; Smith, 2005) have been conducted to observe the effectiveness of in-game advertising in terms of different approaches. Congruency in gameplay, for example, and its impact on advertising awareness, brand interest, and intent to purchase have been examined by Lewis and Porter (2010) in US; and it is founded that there is no significant correlation between congruency in in-game advertising and these three elements. On the other hand, according to a similar research conducted in China, the match between the advertisement and its advertising vehicle according to congruity, integration, and prominence has a positive influence on players ' interest in IGA and their purchase intentions toward the advertised product (Chang et al. 2010). Both of the studies used
References: Daymon, C. and Holloway, I., 2002. Qualitative research methods in public relations and marketing communications. London: Routledge. 3-17 Galician, M Küster, I., Pardo, E. and Suemanotham, T., 2010. Product placement in video games as a marketing strategy: an attempt to analysis in Disney company. Spain: Instituto Valenciano de Investigaciones Económicas, S.A. Richards, L., 2010. The value of exploratory research. New York: Nutraceutical Medical Research, LLC. Available from: http://www.naturalproductsinsider.com/articles/2010/10/the-value-of-exploratory-research.aspx [Accessed in 22.02.2011] Smith, D Soy, S., 1997. The Case Study as a Research Method. Available from: http://www.ischool.utexas.edu/~ssoy/usesusers/l391d1b.htm [Accessed in 26.02.2011] Winkler, T