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Comparing Brand Awareness Levels of In-Game Advertising in Sport Video Games Featuring Visual and Verbal Communication Cues

2013; SAGE Publishing; Volume: 2; Issue: 4 Linguagem: Inglês

10.1177/2167479513489120

2167-4809

Patrick Walsh, Matthew H. Zimmerman, Galen Clavio, Antonio S. Williams,

Media Influence and Health

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.