Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance

Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman and Ryan Meyer

Campaigns increasingly implement advergames to engage consumers with a brand through interactive, entertaining media content.
  

Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance

Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman and Ryan MeyerMissouri School of Journalism

INTRODUCTION

The game for delivering a brand's message to a desired target audience has changed. Advertisers previously played tag with consumers, trying to chase them down and reach them by saturating traditional media channels with traditional spot advertising. Yet ad clutter, negative attitudes toward traditional advertising, and a media landscape filled with a mind-boggling number of media options for advertisers has shifted the...

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