The effect of product placement in computer games on brand attitude and recall
Thomas Mackay, Michael Ewing, Fiona Newton and Lydia Windisch
Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand.
The effect of product placement in computer games on brand attitude and recall
Thomas Mackay, Michael Ewing, Fiona Newton and Lydia WindischMonash University
INTRODUCTION
American software sales in the computer and video game category reached US$7.4bn in 2006,...
