Brand placements in computer and video games : an overview and research questions
| Data(s) |
2004
|
|---|---|
| Resumo |
Despite the size and growth of the computer and video gaming industry – as well as the increasing use of the medium for the placement of advertising and product placement – researchers have neglected this area. By drawing on existing literature and research in similar and related areas of film product placement, sponsorship and interactivity, the authors present a conceptual overview and identify areas for research. |
| Formato |
application/pdf |
| Identificador | |
| Publicador |
Australian and New Zealand Marketing Academy (ANZMAC) |
| Relação |
http://eprints.qut.edu.au/27711/1/27711.pdf http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/welcome.html Kuhn, Kerri-Ann, Love, Anita, & Pope, Nigel K. Ll. (2004) Brand placements in computer and video games : an overview and research questions. In ANZMAC 2004 : marketing accountabilities and responsibilities, 29 November-1 December 2004, Wellington, New Zealand. |
| Direitos |
Copyright 2004 the authors. |
| Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150502 Marketing Communications #product placement #sponsorship #interactivity #video games |
| Tipo |
Conference Paper |
