IN-GAME ADVERTISING WITHIN ALAN WAKE AND ITS PERCEPTION (CASE STUDY)
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
In-game advertising as a mean of advertisement placement within digital games represents one of recent ways of how to reach potential consumers in current digital era. The aim of the study is to determine the difference in perception between digital in-game and nondigital print advertisements of the same product. The digital game Alan Wake represents an ideal research material because it contains various types of in-game advertising. A quantitative content analysis of the game examines occurrence rates of particular types of in-game advertising placed in it. Afterwards, we investigate using semantic differential the difference in perception between in-game advertising and corresponding print advertising as a form of „traditional” advertising. Reduction of prejudices or aversion towards in-game advertising is also a partial goal of the study.
Authors and Affiliations
Zdenko Mago, Jarmila Knapcová
Keywords
Related Articles
- EP ID EP169649
- DOI -
- Views 84
- Downloads 0
THE PROBLEM OF USING MOBILE DEVICES FOR PURCHASING PRODUCTS IN THE ONLINE ENVIRONMENT
The fact that a modern consumer is closely connected with advanced technologies can not be called into question. Evidence is the ever-changing purchasing behaviour of an increasingly demanding consumer and the world offe...
PERCEPTION OF CELEBRITIES IN SOCIAL ADVERTISING BY ADOLESCENTS DEPENDING ON THEIR SEX
Presented scientific study represents partial results of extended scientific project focused on celebrity preferences of adolescents in social advertising. The application of celebrities in analyzed category of advertise...
POLITICAL COMMUNICATION OF MPS OF THE PEOPLE’S PARTY – OUR SLOVAKIA IN DIGITAL AREA
Political communication is an essential part of the research of social and behavioral sciences focusing on the functioning of society and its components. Its form has changed significantly over recent years as a result o...
DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y
Generation Y (born between 1980-1995) represents a generation of questions and questioning. It has some common features such as sharing life values, listening to the same music, being familiar with the same cultural prog...
MEDIA IMPACT ON PUBLIC POLICY MAKING
Public policy making is a multi-layer and dynamic process in which very many public policy actors participate. Government as a chief state power representative is one of the actors who needs another key actor (not less i...