Receptiveness of gamers to embedded brand messages in advergames: attitudes towards product placement

Advergames are increasingly being used as part of a marketing campaign to promote products and brands.
  

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...