Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Dan M. Grigorovici Corina D. ConstantinPennsylvania State UniversityIntroduction
Product placement, a phenomenon first used in broadcast media, have recently started to be experimented with in newer channels such as 3D gaming environments. The increased advertisers attraction to product placements is obvious. While representative of a trend aimed to 'blur the lines between entertainment and persuasion (Shrum 2004), product placements are seen...