( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 134    Submit Your Rating     Cite This   Download        Certificate

PRODUCT PLACEMENT IN VIDEO GAMES

    1 Author(s):  SHIKHA GARG

Vol -  8, Issue- 4 ,         Page(s) : 144 - 154  (2017 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Product placement is the process of putting up the product or name of brand into the communication media with the objective of promoting that brand or product in return of some form of compensation from the company. The purpose of this paper is to examine product placement in video games and its managerial implications.

  1. Avery, R. J., & Ferraro, R. (2000).Verisimilitude or advertising?brand appearances on prime-time television. The Journal of Consumer Affairs, 34(2), 217–244.
  2. Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and D’Astous, A., &Chartier, F. (2000).A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22, 31-40.
  3. Dimofte, Claudiu V, Mark R. Forehand, and RohitDeshpande (2003), "Ad Schema Incongruity as Elicitor of Ethnic Self Awareness and Differential Advertising Response,"Journal of Advertising, 32 (4), 7-17.
  4. Grigorovici, D., &Constantin, C. (2004).Experiencing Interactive Advertising beyond Rich Media. Journal Of Interactive Advertising, 5(1), 22-36. http://dx.doi.org/10.1080/15252019.2004.10722091
  5. Gupta, P., & Lord, K. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal Of Current Issues & Research In Advertising, 20(1), 47-59. http://dx.doi.org/10.1080/10641734.1998.10505076
  6. Gwinner, Kevin P., and John Eaton (1999), "Building Brand Image Through Event Sponsorship: The Role of Image Transfer" Journal of Advertising, 28 (4), 47-57.
  7. Heckler, Susan E., and Terry L. Childers (1992), "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?" Journal of Consumer Research, 18 (4), 475-492. 
  8. Kahneman, Daniel (1973), Attention and Effort, Englewood Cliffs, NJ: Prentice Hall.
  9. Lambert, David R. (1980), "Transactional Analysis as a Congruity Paradigm for Advertising Recall" Journal of Advertising, 9 (2), 37-45. 
  10. Lang, Annie, and Michael D. Basil (1998), Attention, Resource Allocation, and Communication Research: What Do Secondary Task Reaction Times Measure Anyway? vol. 21, Beverly Hills: Sage. 
  11. Lee, M., & Faber, R. J. (2007). Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of theLimited-Capacity Model of Attention. Journal of Advertising, 36(4), 75-90. Retrieved from http://www.jstor.org/stable/20460815
  12. Lloyd, David W., and Kevin J. Clancy (1991), "CPMs Versus CPMI: Implications for Media Planning," Journal of Advertising Research, 31 (4), 34-44. 
  13. Lynch, John G., and Thomas K. Srull (1982), "Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods," Journal of Consumer Research, 9(1), 18-37. 
  14. Mackay,, T., Ewing,, M., Newton, F., &Windisch, L. (2009). The effect of product placement in computer games on brand attitude and recall. International Journal of Advertising,28(3).
  15. Mandler, George (1982), "The Structure of Value: Accounting for Taste," in Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition, Margaret S. Clark and Susan T. Fiske, eds., Hillsdale, NJ: Lawrence Erlbaum, 3-36. 
  16. McClung, "Gordon W., W. Whan Park, and William J. Sauer (1985), "Viewer Processing of Commercial Messages: Con text and Involvement," in Advances in Consumer Research, vol. 12, Elizabeth C. Hirshman and Morris B. Holbrook, eds., Provo, UT: Association for Consumer Research, 351-355. 
  17. Meyers-Levy, Joan, Therese A. Louie, and Mary T Curren (1994), "How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions?" Journal of Applied Psychology, 79 (1), 46-53. 
  18. Moorman, Marjolein, Peter C. Neijens, and Edith G. Smit (2002), "The Effects of Magazine-Induced Psychological Responses and Thematic Congruence on Memory and Attitude Toward the Ad in a Real-Life Setting,"Journal of Advertising, 31 (4), 27-40.
  19. Mowen, John C. (1990), Consumer Behavior, New York: Macmillan. 
  20. Navon, David (1984), "Resources: A Theoretical Soup Stone," Psychological Review, 91 (2), 216-234. 
  21. Nicholls, J.A.F., Sydney Roslow, and Henry A. Laskey (1994), "Sports Event Sponsorship for Brand Promotion," Journal of Applied Business Research, 10 (4), 35-40.
  22. Norris, Claire E., and Andrew M. Colman (1992), "Context Effects on Recall and Recognition of Magazine Advertise ments, " Journal of Advertising, 21 (3), 37-46. 
  23. Olshavsky, Richard W. (1993), "Attention as an Epiphenomenon: Some Implications for Advertising," in Attention, Attitude, and Affect in Response to Advertising, Eddie M. Clark, Timothy C. Brock, and David W. Stewart, ed., Mahwah, NJ: Lawrence Erlbaum, 97-106. 
  24. Pham, Michel T. (1992), "Effects of Involvement, Arousal, and Pleasure on the Recognition of Sponsorship Stimuli," in Advances in Consumer Research, vol. 19, John F. Sherry and Brian Sternthal, eds., Provo, UT: Association for Consumer Research, 85-93.
  25. Rodgers, Shelly (2003), "The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships," Journal of Advertising, 32 (4), 6l-l6.
  26. Russell, C. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. J Consum Res, 29(3), 306-318. http://dx.doi.org/10.1086/344432
  27. Schneider, L., & Cornwell, T. (2005). Cashing in on crashes via brand placement in computer games: The effects of experience and flow on memory. International Journal Of Advertising: The Quarterly Review Of Marketing Communications, 24, 321-343.
  28. Shamdasani, Prem N., Andrea J. S. Stanaland, and Juliana Tan (2001), "Location, Location, Location: Insights for Advertising Placement on the Weh" Journal of Advertising Research, 41 (4), 7-21. 
  29. Tavassoli, Nadar T., Clifford J. Shultz, and Gavan J. Fitzsimons (1995), "Program Involvement: Are Moderate Levels Best for Ad Memory and Attitude Toward the Ad?" Journal of Advertising Research, 35 (5), 61-72.
  30. Williams, K., Petrosky, A., Hernandez, A., & Page, R. (2011). Product placement effectiveness: Revisited and renewed. Journal of Management and Marketing Research, 7, 1–24.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details