Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company
作者： Enrique Bigné , Inés Küster , Asunción Hernández , Torpong Suemanotham , Natalia Vila
DOI: 10.1007/978-3-8349-6854-8_1
关键词:
摘要: What is the best marketing strategy in video games? The literature not unanimous upholding strategy. Researchers investigating advertising effectiveness disagree on value of product placement games and methods firms should use with strategies. state question now must figure out dichotomy between two perspectives: to identify differences when using “traditional approaches” compared “branded entertainment approach”. approach” involves appearing as a visual object that passive, used by characters players or mentioned audio, which functions an advertisement for (Shrum, 2004). integrating proprietary character into theme plot, branded anthropomorphised (Winkler Buckner, 2006). “Branded entertainment” differs from because plot fully focused product.
springer.com
unirioja.es
ivie.es 参考文章(43)
Nigel Kenneth Pope, Kerri Louise Kuhn, Anita Brody Love, Brand Placements in Computer and Video Games: An Overview and Research Questions ANZMAC 2004 Proceedings: Marketing Accountabilities and Responsibilities. ,(2004)
Patrick Walsh, Yongjae Kim, Stephen D. Ross, Brand recall and recognition: A comparison of television and sport video games as presentation modes Sport marketing quarterly. ,vol. 17, pp. 201- 208 ,(2008)
Tapan Kumar Panda, Consumer Response to Brand Placements in Films: Role of Brand Congruity and Modality of Presentation in Bringing Attitudinal Change Among Consumers with Special Reference to Brand Placements in Hindi Films South Asian journal of management. ,vol. 11, pp. 7- ,(2003)
Christopher R. Turner, Product Placement of Medical Products Journal of Promotion Management. ,vol. 10, pp. 159- 170 ,(2004) , 10.1300/J057V10N01_11
Karen A. Machleit, Curtis P. Haugtvedt, Richard Yalch, Online Consumer Psychology : Understanding and Influencing Consumer Behavior in the Virtual World Psychology Press. ,(2005) , 10.4324/9781410612694
Dan M. Grigorovici, Corina D. Constantin, Experiencing Interactive Advertising beyond Rich Media Journal of Interactive Advertising. ,vol. 5, pp. 22- 36 ,(2004) , 10.1080/15252019.2004.10722091
Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado, Fernando Barranzuela, Hispanic Attitudes Toward Advergames Journal of Interactive Advertising. ,vol. 5, pp. 74- 83 ,(2004) , 10.1080/15252019.2004.10722095
Robert K. Yin, Case Study Research: Design and Methods ,(1984)
Christine Daymon, Immy Holloway, Qualitative research methods in public relations and marketing communications ,(2002)
Sylwia Męcfal, Recenzja książki. Robert K. yin, Case Study Research. Design and Methods (fourth Edition), thousand Oaks, CA: Sage Publications, 2009 Wydawnictwo Uniwersytetu Łódzkiego. ,(2012)