MELTON MOWBRAY, UK - The US-owned confectionery and petfood giant is the first British-based marketer to trial the use of advertising on Sony's PlayStation Portable Player.
   Masterfoods has placed an ad for its Mars chocolate bar in universal media disc versions of the movie Lord of War which can be played on the PSP.
   Masterfoods hopes the 30-second ad will reach the elusive young demographic which makes up the bulk of the gaming fraternity.