Communicating brands playfully: effects of in-game advertising for familiar and unfamiliar brands
Gunnar Mau, Günter Silberer and Christoph ConstienGeorg-August-Universität Göttingen
INTRODUCTION
The very first computer game in history was a huge hit with the public. Developed in 1958 for a Brookhaven National Laboratory Open Day to win acceptance and sympathy among the public for nuclear technology, the game took its audience by storm (Mertens & Meißner 2002; Zentes & Schramm-Klein 2004). All that was necessary for Tennis for Twowas a movable point, a horizontal line and three vertical lines on an oscilloscope. Since...