As technology advances, new forms of in-game advertising (IGA) executions continue to be developed. What was once simply a static advertisement has expanded to include verbal mentions of the brands placed within the games. While research has examined brand awareness of IGA, what has yet to be determined is the effectiveness of IGA which features these verbal cues. Therefore, this study examined the brand awareness levels of IGA which featured a visual brand placement (e.g., company logo placed within the game) versus those that have the visual placement accompanied by a verbal mention of the brand name. The results indicate that brand awareness levels were significantly higher for advertisements that contained both the visual and the verbal cues.
AakerD. A (1991). Managing brand equity. New York, NY: The Free Press.
2.
AakerD. A. (1996). Building strong brands. New York, NY: The Free Press.
3.
AcarA. (2007). Testing the effects of incidental advertising exposure in online gaming environments. Journal of Interactive Advertising, 8, 1–36.
4.
BerkR. A. (2009). Multimedia teaching with video clips: TV movies, YouTube, and mtvU in the college classroom. International Journal of Technology in Teaching and Learning, 5, 1–21.
BrownE. (2006, July 21). Product placement on the rise in video games; marketers desperate to engage well-to-do market of 132 million gamers. Forbes.com. Retrieved fromhttp://www.msnbc.msn.com/id/13960083/
7.
ChangY.YanJ.ZhangJ.LuoJ. (2010). Online in-game advertising effect: Examining the influence of a match between games and advertising. Journal of Interactive Advertising, 11, 63–73.
8.
ChildersT. L.JassJ. (2002). All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory. Journal of Consumer Psychology, 12, 93–106.
9.
CianfroneB. A.ZhangJ. J.TrailG. T.LutzR. L. (2008). Effectiveness of in-game advertisements in sport video games. An experimental inquiry on current games. International Journal of Sport Communication, 1, 195–218.
10.
ClavioG.KraftP.PedersenP. M. (2009). Communicating with consumers through video games: An analysis of brand development within the video gaming segment of the sports industry. International Journal of Sports Marketing & Sponsorship, 10, 143–156.
11.
ColtheartM. (1980). Iconic memory and visible persistence. Perception and Psychophysics, 27, 183–228.
12.
CuneenJ.HannanM. J. (1993). Intermediate measures and recognition testing of sponsorship advertising at an LPGA tournament. Sport Marketing Quarterly, 2, 47–56.
13.
DensN.De PelsmackerP.PuttemansB. (2011). Text or pictures? Effectiveness of verbal information and visual cues in advertisements for new brands versus extensions. In OkazakiS. (Ed.), Advances in advertising research: Breaking new ground in theory and practice (pp. 341–354). Wiesbaden, Germany: Gabler Verlag.
14.
DonaldsonW. (1996). The role of decision processes in remembering and knowing. Memory and Cognition, 24, 523–533.
15.
DonaldsonW.MacKenzieT. M.UnderhillC. F. (1996). A comparison of recollective memory and source monitoring. Psychonomic Bulletin and Review, 3, 486–490.
16.
Entertainment Software Association. (2010). Essential facts about the computer and video game industry. Washington, DC: Author.
17.
EvelandW. P.DunwoodyS. (2001). User control and structural isomorphism or disorientation and cognitive load? Learning from the web versus print. Communication Research, 28, 48–78.
18.
GladdenJ. M.MilneG. R. (1999). Examining the importance of brand equity in professional sports. Sport Marketing Quarterly, 8, 21–29.
19.
GladdenJ. M.MilneG. R.SuttonW. A. (1998). A conceptual framework for evaluating brand equity in Division I college athletics. Journal of Sport Management, 12, 1–19.
20.
GlassZ. (2007). The effectiveness of product placement in video games. Journal of Interactive Advertising, 8, 23–32.
KassayeW. W. (2007). Virtual reality as source of advertising. Journal of Website Promotion, 2, 103–124.
23.
KellerK. L. (1993). Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing, 57, 1–22.
24.
KimY.WalshP.RossS. D. (2008). An examination of the psychological and consumptive behaviors of sport video gamers. Sport Marketing Quarterly, 17, 44–53.
25.
KumarA. (2000). Interference effects of contextual cues in advertisement on memory for ad content. Journal of Consumer Psychology, 9, 155–166.
26.
LangA. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50, 46–70.
27.
LangA.BollsP.PotterR. F.KawaharaK. (1999). The effects of production pacing and arousing content on the information processing of television messages. Journal of Broadcasting and Electronic Media, 43, 451–475.
28.
LeeM.FaberR. J. (2007). Effects of product placement in online games on brand memory. Journal of Advertising, 36, 75–90.
29.
LewisB.PorterL. (2010). In-game advertising effects: Examining player perceptions of advertising schema congruity in a massively multiplayer online role-playing game. Journal of Interactive Advertising, 10, 46–60.
30.
MacInnisD. J.JaworskiB. J. (1989). Information processing from advertisements: Toward an integrative framework. The Journal of Marketing, 53, 1–23.
31.
MayerR. E.SimsV. K. (1994). For whom is a picture worth a thousand words: Extensions of a dual-coding theory of multimedia learning. Journal of Educational Psychology, 86, 389–401.
32.
MeirickP. C. (2008). Targeted audiences in anti-drug ads: Message cues, perceived exposure, perceived effects, and support for funding. Media Psychology, 11, 283–309.
33.
MermelsteinE.FieldingM. (2007, July/August). [Graphic depicting eMarketer study of projections of future revenue from In-game advertising]. Virtually surrounded by ads. Marketing Management, 16, 6.
34.
MilochK. S.LambrechtK. W. (2006). Consumer awareness of sponsorship at grassroots sport events. Sport Marketing Quarterly, 15, 147–154.
NelsonM. R. (2002). Recall of brand placements in computer/video games. Journal of Advertising Research, 42, 80–92.
37.
PaivioA. (1991). Dual coding theory: Retrospect and current status. Canadian Journal of Psychology, 45, 255–287.
38.
PaivioA. (2007). Mind and its evolution: A dual coding theoretical approach. Mahwah, NJ: Lawrence Erlbaum.
39.
PaivioA. (2010). Dual coding theory and the mental lexicon. The Mental Lexicon, 5, 205–230.
40.
PittsB. G. (1998). An analysis of sponsorship recall during Gay Games IV. Sport Marketing Quarterly, 7, 11–18.
41.
RossS. D. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22–38.
42.
SandageC. H. (1983). Advertising theory and practice. Homewood, IL: Richard Irwin.
43.
ScharrerE. (2004). Virtual violence: Gender and aggression in video game advertisements. Mass Communication and Society, 7, 393–412.
44.
SinghS. N.RothschildM. L. (1983). Recognition as a measure of learning from televisions commercials. Journal of Marketing Research, 20, 235–248.
45.
SnodgrassJ. G.CorwinJ. (1988). Pragmatics of measuring recognition memory: Applications to dementia and amnesia. Journal of Experimental Psychology: General, 117, 34–50.
46.
SouthwellB. G. (2005). Between messages and people: A multilevel model of memory for television content. Communication Research, 32, 112–140.
47.
SouthwellB. G.LeeM. (2004). A pitfall of new media? User controls exacerbate editing effects on memory. Journalism and Mass Communication Quarterly, 81, 645–656.
48.
StaffordM. (1996). Tangibility in services advertising: An investigation of verbal versus visual cues. Journal of Advertising, 25, 13–28.
49.
StanislawH.TodorovN. (1999). Calculation of signal detection theory measures. Behavior Research Methods, Instrument, & Computers, 31, 137–149.
50.
SungY.De GregorioF. (2008). New brand worlds: College student consumer attitudes toward brand placement in films, television shows, songs, and video games. Journal of Promotion Management, 14, 85–101.
WalshP.KimY.RossS. D. (2008). Brand recall and recognition: A comparison of television and sport video games as presentation modes. Sport Marketing Quarterly, 17, 201–208.
53.
YangM.Roskos-EwoldsenD. R.DinuL.ArpanL. M. (2006). The effectiveness of “In-game” advertising: Comparing college students’ explicit and implicit memory for brand names. Journal of Advertising, 35, 143–152.
