Exploring product placement in video games : an investigation of recall effects

Kuhn, Kerri-Ann, Pope, Nigek K. Ll., & Voges, Kevin E. (2007) Exploring product placement in video games : an investigation of recall effects. In Proceedings of : the Australian and New Zealand Marketing Academy (ANZMAC) Conference : Reputation, Responsibility & Relevance , December 3-5, 2007, Dunedin, New Zealand..

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Despite its growth and prominence, product placement is generally under-researched and this is even more apparent in the area of placement in video gaming. This paper presents exploratory focus group research into this practice. Findings indicate that the introductory footage to a game provides placement opportunities with the highest level of recall, while peripheral non-action is the worst. Interestingly, recall also appears to be higher for individual brands as opposed to manufacturer brands.

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ID Code: 27714
Item Type: Conference Paper
Refereed: Yes
Keywords: Product Placement, Video Games, Recall Effects
ISBN: 9781877156299
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 please contact the authors
Deposited On: 05 Oct 2009 01:02
Last Modified: 10 Aug 2011 18:07

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