Gap Between Mobile and Online Advergames

2019 ◽  
pp. 125-150 ◽  
Author(s):  
Tugce Ozansoy Çadırcı ◽  
Aysegul Sagkaya Gungor
Keyword(s):  
Brand Attitude ◽  
Flow State ◽  
Brand Attitudes ◽  
Brand Associations ◽  
Mobile Environment ◽  
Lab Experiment ◽  
Brand Recall ◽  
Time Distortion ◽  
Experience Of Flow

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.

Advergaming – How Does Cognitive Overload Effect Brand Recall?

2017 ◽  
pp. 1579-1602
Author(s):  
Ayşegül Sağkaya Güngör ◽  
Tuğçe Ozansoy Çadırcı ◽  
Şirin Gizem Köse
Keyword(s):  
University Students ◽  
Cognitive Load ◽  
Online Advertising ◽  
Load Condition ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Brand Recall ◽  
Significant Difference ◽  
Cognitive Overload ◽  
Load Conditions

Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.

scholarly journals Advergaming – How Does Cognitive Overload Effect Brand Recall?

2016 ◽  
pp. 501-524
Author(s):  
Ayşegül Sağkaya Güngör ◽  
Tuğçe Ozansoy Çadırcı ◽  
Şirin Gizem Köse
Keyword(s):  
University Students ◽  
Cognitive Load ◽  
Online Advertising ◽  
Load Condition ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Brand Recall ◽  
Significant Difference ◽  
Cognitive Overload ◽  
Load Conditions

Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.

How gamers process in-game brand placements under different game-involvement conditions

2017 ◽  
Vol 40 (4) ◽  
pp. 471-490 ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Boundary Conditions ◽  
Brand Attitude ◽  
Situational Factors ◽  
Clear Understanding ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA). Design/methodology/approach A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses. Findings The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players. Research limitations/implications The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers. Practical implications This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude. Originality/value This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Brand Attitude ◽  
Interactive Marketing ◽  
Content Type ◽  
Brand Recall ◽  
Engagement Theory ◽  
Transportation Theory ◽  
Management Students ◽  
The Impact ◽  
The Relationship

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

scholarly journals The Directional Influence Of Music Backgrounds In Television Advertising

2011 ◽  
Vol 10 (1) ◽  
pp. 14 ◽  
Author(s):  
Carl S. Bozman ◽  
Darrel Mueling ◽  
Kathy L. Pettit-O'Malley
Keyword(s):  
Television Advertising ◽  
Brand Attitude ◽  
Attitude Formation ◽  
Future Research ◽  
Brand Attitudes ◽  
Television Commercials ◽  
High Involvement ◽  
Alternative Music ◽  
Relationship Of ◽  
The Relationship

<span>Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.</span>

Branded Entertainment

2015 ◽  
pp. 1-21 ◽  
Author(s):  
José Martí-Parreño ◽  
Carla Ruiz-Mafé ◽  
Lisa L. Scribner
Keyword(s):  
Purchase Intentions ◽  
Legal Issues ◽  
Brand Attitudes ◽  
Editorial Content ◽  
Indirect Approach ◽  
Historical Approach ◽  
Brand Recall ◽  
Ethical Concerns ◽  
Brand Recognition ◽  
Advertising Content

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recognition, along with increasing consumers´ brand attitudes and purchase intentions while providing value to consumers through brand communications. This chapter gives an overview to branded entertainment from an historical approach, analyzing the origins, conceptualization, and genres of branded entertainment. Ethical concerns and legal issues related to branded entertainment are discussed. New trends in branded entertainment are also analyzed.

scholarly journals How to Mix Brand Placements in Television Programmes to Maximise Effectiveness

2016 ◽  
Vol 58 (5) ◽  
pp. 649-670 ◽  
Author(s):  
Nathalie Dens ◽  
Patrick De Pelsmacker ◽  
Peter Goos ◽  
Leonids Aleksandrovs
Keyword(s):  
Brand Attitude ◽  
Brand Placement ◽  
Brand Recall ◽  
Mixture Modelling ◽  
Optimal Mix ◽  
Brand Placements ◽  
Branded Product ◽  
Placement Types ◽  
Active Interaction ◽  
The Ideal

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).

Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads

2015 ◽  
Vol 25 (3) ◽  
pp. 378-398 ◽  
Author(s):  
Anca C. Micu ◽  
Iryna Pentina
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
News Article ◽  
Brand Attitudes ◽  
Experience Goods ◽  
Economics Of Information ◽  
Content Type ◽  
Treatment Groups ◽  
Display Advertising ◽  
Product Categories

Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

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