Receptiveness of gamers to embedded brand messages in advergames: attitudes towards product placement
Tina Winkler and Kathy Buckner Napier University, Edinburgh, UK
INTRODUCTION
Many types of organizations are starting to use advergames as a part of their marketing strategy. Their aim is to improve branding, to boost product awareness, and collect detailed data about existing and potential customers, clients, and supporters (Afshar, Jones, and Banerjee 2004; Buckner, Fang, and Qiao 2002; Van der Graaf and Nieborg 2003). Despite the growth in adoption of this new form of interactive advertising, relatively little empirical developer/marketer-independent research has...