The Effectiveness of Product Placement in Video Games

Zachary Glass

Previous studies suggest that the presentation of an advertisement largely determines how well consumers receive the message.
  

The Effectiveness of Product Placement in Video Games

Zachary GlassArnold Worldwide, Washington D.C.

INTRODUCTION

In the golden age of advertising, when Madison Avenue was home to one of the most glamorous businesses in the world, selling was simple: Tell the public about the benefits of your product (e.g., “Winston cigarettes taste good”), and do it in a catchy way so people remember those benefits when it comes time to make a purchase (“Winston tastes good—like a cigarette should!”). Today, the job of the advertiser is a bit more complicated. Endless clutter distracts consumers from the message, people...

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