The impact of brand and product placements in electronic games

In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation of brand-centred environments, labelled ‘advergames’. However, while there is much speculation concerning the beneficial outcomes for marketers, there remains a lack of academic work in this area and little empirical evidence of the actual effects of this form of promotion on game players. Only a handful of studies are evident in the literature, which have explored the influence of game placements on consumers. The majority have studied their effect on brand awareness, largely demonstrating that players can recall placed brands. Further, most research conducted to date has focused on computer and online games, but consoles represent the dominant platform for play (Taub, 2004). Finally, advergames have largely been neglected, particularly those in a console format. Widening the gap in the literature is the fact that insufficient academic attention has been given to product placement as a marketing communication strategy overall, and to games in general. The unique nature of the strategy also makes it difficult to apply existing literature to this context. To address a significant need for information in both the academic and business domains, the current research investigates the effects of brand and product placements in video games and advergames on consumer attitude to the brand and corporate image. It was conducted in two stages. Stage one represents a pilot study. It explored the effects of use simulated and peripheral placements in video games on players’ and observers’ attitudinal responses, and whether these are influenced by involvement with a product category or skill level in the game. The ability of gamers to recall placed brands was also examined. A laboratory experiment was employed with a small sample of sixty adult subjects drawn from an Australian east-coast university, some of who were exposed to a console video game on a television set. The major finding of study one is that placements in a video game have no effect on gamers’ attitudes, but they are recalled. For stage two of the research, a field experiment was conducted with a large, random sample of 350 student respondents to investigate the effects on players of brand and product placements in handheld video games and advergames. The constructs of brand attitude and corporate image were again tested, along with several potential confounds. Consistent with the pilot, the results demonstrate that product placement in electronic games has no effect on players’ brand attitudes or corporate image, even when allowing for their involvement with the product category, skill level in the game, or skill level in relation to the medium. Age and gender also have no impact. However, the more interactive a player perceives the game to be, the higher their attitude to the placed brand and corporate image of the brand manufacturer. In other words, when controlling for perceived interactivity, players experienced more favourable attitudes, but the effect was so weak it probably lacks practical significance. It is suggested that this result can be explained by the existence of excitation transfer, rather than any processing of placed brands. The current research provides strong, empirical evidence that brand and product placements in games do not produce strong attitudinal responses. It appears that the nature of the game medium, game playing experience and product placement impose constraints on gamer motivation, opportunity and ability to process these messages, thereby precluding their impact on attitude to the brand and corporate image. Since this is the first study to investigate the ability of video game and advergame placements to facilitate these deeper consumer responses, further research across different contexts is warranted. Nevertheless, the findings have important theoretical and managerial implications. This investigation makes a number of valuable contributions. First, it is relevant to current marketing practice and presents findings that can help guide promotional strategy decisions. It also presents a comprehensive review of the games industry and associated activities in the marketplace, relevant for marketing practitioners. Theoretically, it contributes new knowledge concerning product placement, including how it should be defined, its classification within the existing communications framework, its dimensions and effects. This is extended to include brand-centred entertainment. The thesis also presents the most comprehensive analysis available in the literature of how placements appear in games. In the consumer behaviour discipline, the research builds on theory concerning attitude formation, through application of MacInnis and Jaworski’s (1989) Integrative Attitude Formation Model. With regards to the games literature, the thesis provides a structured framework for the comparison of games with different media types; it advances understanding of the game medium, its characteristics and the game playing experience; and provides insight into console and handheld games specifically, as well as interactive environments generally. This study is the first to test the effects of interactivity in a game environment, and presents a modified scale that can be used as part of future research. Methodologically, it addresses the limitations of prior research through execution of a field experiment and observation with a large sample, making this the largest study of product placement in games available in the literature. Finally, the current thesis offers comprehensive recommendations that will provide structure and direction for future study in this important field.

Pandemic (H1N1) 2009 Influenza Outbreak in Australia: Impact on Emergency Departments.

Executive summary Objective: The aims of this study were to identify the impact of Pandemic (H1N1) 2009 Influenza on Australian Emergency Departments (EDs) and their staff, and to inform planning, preparedness, and response management arrangements for future pandemics, as well as managing infectious patients presenting to EDs in everyday practice. Methods This study involved three elements: 1. The first element of the study was an examination of published material including published statistics. Standard literature research methods were used to identify relevant published articles. In addition, data about ED demand was obtained from Australian Government Department of Health and Ageing (DoHA) publications, with several state health departments providing more detailed data. 2. The second element of the study was a survey of Directors of Emergency Medicine identified with the assistance of the Australasian College for Emergency Medicine (ACEM). This survey retrieved data about demand for ED services and elicited qualitative comments on the impact of the pandemic on ED management. 3. The third element of the study was a survey of ED staff. A questionnaire was emailed to members of three professional colleges—the ACEM; the Australian College of Emergency Nursing (ACEN); and the College of Emergency Nursing Australasia (CENA). The overall response rate for the survey was 18.4%, with 618 usable responses from 3355 distributed questionnaires. Topics covered by the survey included ED conditions during the (H1N1) 2009 influenza pandemic; information received about Pandemic (H1N1) 2009 Influenza; pandemic plans; the impact of the pandemic on ED staff with respect to stress; illness prevention measures; support received from others in work role; staff and others’ illness during the pandemic; other factors causing ED staff to miss work during the pandemic; and vaccination against Pandemic (H1N1) 2009 Influenza. Both qualitative and quantitative data were collected and analysed. Results: The results obtained from Directors of Emergency Medicine quantifying the impact of the pandemic were too limited for interpretation. Data sourced from health departments and published sources demonstrated an increase in influenza-like illness (ILI) presentations of between one and a half and three times the normal level of presentations of ILIs. Directors of Emergency Medicine reported a reasonable level of preparation for the pandemic, with most reporting the use of pandemic plans that translated into relatively effective operational infection control responses. Directors reported a highly significant impact on EDs and their staff from the pandemic. Growth in demand and related ED congestion were highly significant factors causing distress within the departments. Most (64%) respondents established a ‘flu clinic’ either as part of Pandemic (H1N1) 2009 Influenza Outbreak in Australia: Impact on Emergency Departments. the ED operations or external to it. They did not note a significantly higher rate of sick leave than usual. Responses relating to the impact on staff were proportional to the size of the colleges. Most respondents felt strongly that Pandemic (H1N1) 2009 Influenza had a significant impact on demand in their ED, with most patients having low levels of clinical urgency. Most respondents felt that the pandemic had a negative impact on the care of other patients, and 94% revealed some increase in stress due to lack of space for patients, increased demand, and filling staff deficits. Levels of concern about themselves or their family members contracting the illness were less significant than expected. Nurses displayed significantly higher levels of stress overall, particularly in relation to skill-mix requirements, lack of supplies and equipment, and patient and patients’ family aggression. More than one-third of respondents became ill with an ILI. Whilst respondents themselves reported taking low levels of sick leave, respondents cited difficulties with replacing absent staff. Ranked from highest to lowest, respondents gained useful support from ED colleagues, ED administration, their hospital occupational health department, hospital administration, professional colleges, state health department, and their unions. Respondents were generally positive about the information they received overall; however, the volume of information was considered excessive and sometimes inconsistent. The media was criticised as scaremongering and sensationalist and as being the cause of many unnecessary presentations to EDs. Of concern to the investigators was that a large proportion (43%) of respondents did not know whether a pandemic plan existed for their department or hospital. A small number of staff reported being redeployed from their usual workplace for personal risk factors or operational reasons. As at the time of survey (29 October –18 December 2009), 26% of ED staff reported being vaccinated against Pandemic (H1N1) 2009 Influenza. Of those not vaccinated, half indicated they would ‘definitely’ or ‘probably’ not get vaccinated, with the main reasons being the vaccine was ‘rushed into production’, ‘not properly tested’, ‘came out too late’, or not needed due to prior infection or exposure, or due to the mildness of the disease. Conclusion: Pandemic (H1N1) 2009 Influenza had a significant impact on Australian Emergency Departments. The pandemic exposed problems in existing plans, particularly a lack of guidelines, general information overload, and confusion due to the lack of a single authoritative information source. Of concern was the high proportion of respondents who did not know if their hospital or department had a pandemic plan. Nationally, the pandemic communication strategy needs a detailed review, with more engagement with media networks to encourage responsible and consistent reporting. Also of concern was the low level of immunisation, and the low level of intention to accept vaccination. This is a problem seen in many previous studies relating to seasonal influenza and health care workers. The design of EDs needs to be addressed to better manage infectious patients. Significant workforce issues were confronted in this pandemic, including maintaining appropriate staffing levels; staff exposure to illness; access to, and appropriate use of, personal protective equipment (PPE); and the difficulties associated with working in PPE for prolonged periods. An administrative issue of note was the reporting requirement, which created considerable additional stress for staff within EDs. Peer and local support strategies helped ensure staff felt their needs were provided for, creating resilience, dependability, and stability in the ED workforce. Policies regarding the establishment of flu clinics need to be reviewed. The ability to create surge capacity within EDs by considering staffing, equipment, physical space, and stores is of primary importance for future pandemics.

Licensed to sell : product placement in the James Bond film series

As one of the longest running franchises in cinema history, and with its well-established use of product placements, the James Bond film series provides an ideal framework within which to measure and catalogue the number and types of products used within a particular timeframe. This case study will draw upon extensive content analysis of the James Bond film series in order to chart the evolution of product placement across the franchise's 50 year history.

In silico biology : making the most of parallel computing

Biological systems are typically complex and adaptive, involving large numbers of entities, or organisms, and many-layered interactions between these. System behaviour evolves over time, and typically benefits from previous experience by retaining memory of previous events. Given the dynamic nature of these phenomena, it is non-trivial to provide a comprehensive description of complex adaptive systems and, in particular, to define the importance and contribution of low-level unsupervised interactions to the overall evolution process. In this chapter, the authors focus on the application of the agent-based paradigm in the context of the immune response to HIV. Explicit implementation of lymph nodes and the associated lymph network, including lymphatic chain structure, is a key objective, and requires parallelisation of the model. Steps taken towards an optimal communication strategy are detailed.

A holistic, institution-wide approach to building sessional staff capacity

Sessional Academics enhance students’ learning experience by bringing a diverse range of perspectives and expertise into the classroom. As industry specialists, research students, and recent graduates who have excelled in their courses, they complement the discipline expertise of career academics. With increasing casualization of the academic workforce, Sessional Academics now deliver the majority of face-to-face undergraduate teaching in Australian Universities. To enable them to realize their full potential as effective contributors to student learning and course quality, universities need to offer effective training and access to advice and support and facilitate engagement in university life. However, in the face of complex and diverse contexts, overwhelming numbers, and the transitory nature of sessional cohorts, few universities have developed a comprehensive, systematic approach. During the past three years at QUT, we have set out to develop a multifaceted approach to Sessional Academic support and development. In this paper I will explain why and how we have done so, and describe the range of strategies and programs we have developed. They include a central academic development program, which is structured and scaffolded with learning objectives and outcomes, and aligned with a graduate certificate in Academic Practice; a Sessional Academic Success program, which deploys experienced, school-based sessional academic success advisors to provide local support, build a sense of community, and offer discipline focused academic development; an online, dialogic communication strategy; and opportunities to present and be acknowledged for good learning and teaching practices. Together, these strategies have impacted on sessional academics’ confidence, learning and teaching capacity, reflection and engagement.

DMT of parallel-path and layered networks under the half-duplex constraint

In this paper, we study the diversity-multiplexing-gain tradeoff (DMT) of wireless relay networks under the half-duplex constraint. It is often unclear what penalty if any, is imposed by the half-duplex constraint on the DMT of such networks. We study two classes of networks; the first class, called KPP(I) networks, is the class of networks with the relays organized in K parallel paths between the source and the destination. While we assume that there is no direct source-destination path, the K relaying paths can interfere with each other. The second class, termed as layered networks, is comprised of relays organized in layers, where links exist only between adjacent layers. We present a communication scheme based on static schedules and amplify-and-forward relaying for these networks. We also show that for KPP(I) networks with K >= 3, the proposed schemes can achieve full-duplex DMT performance, thus demonstrating that there is no performance hit on the DMT due to the half-duplex constraint. We also show that, for layered networks, a linear DMT of d(max)(1 - r)(+) between the maximum diversity d(max) and the maximum MG, r(max) = 1 is achievable. We adapt existing DMT optimal coding schemes to these networks, thus specifying the end-to-end communication strategy explicitly.

A novel acoustic-vibratory multimodal duet

The communication strategy of most crickets and bushcrickets typically consists of males broadcasting loud acoustic calling songs, while females perform phonotaxis, moving towards the source of the call. Males of the pseudophylline bushcricket species Onomarchus uninotatus produce an unusually low-pitched call, and we found that the immediate and most robust response of females to the male acoustic call was a bodily vibration, or tremulation, following each syllable of the call. We hypothesized that these bodily oscillations might send out a vibrational signal along the substrate on which the female stands, which males could use to localize her position. We quantified these vibrational signals using a laser vibrometer and found a clear phase relationship of alternation between the chirps of the male acoustic call and the female vibrational response. This system therefore constitutes a novel multimodal duet with a reliable temporal structure. We also found that males could localize the source of vibration but only if both the acoustic and vibratory components of the duet were played back. This unique multimodal duetting system may have evolved in response to higher levels of bat predation on searching bushcricket females than calling males, shifting part of the risk associated with partner localization onto the male. This is the first known example of bushcricket female tremulation in response to a long-range male acoustic signal and the first known example of a multimodal duet among animals.

Social Media Marketing como herramienta del mix de comunicación

[ES]El presente TFG plantea un análisis de la utilización de las redes sociales dentro de la estrategia de comunicación de las organizaciones empresariales. Para ello, se estudia el contexto comunicacional actual, caracterizado por la fragmentación y dispersión de las audiencias, la saturación, la pérdida de la eficacia de la publicidad tradicional, los nuevos hábitos de consumo de medios y la explosión de la conectividad, y el papel de las distintas herramientas de comunicación en entornos digitales: página web, blog corporativo, email marketing, gestión multimedia, mobile marketing, E-commerce y Social Media Marketing. En este contexto y por su relevancia, nos centramos en el estudio de las estrategias de Social Media Marketing. Para ello abordamos las ventajas e inconvenientes de la utilización de redes sociales, cómo efectuar la planificación de la comunicación en redes sociales (objetivos, público, contenidos, plataformas, plan de acción e indicadores), y las nuevas profesiones ligadas a su gestión. Un aspecto relevante que también se analiza es la gestión de la reputación online y las implicaciones que el uso de redes sociales tiene sobre ella, así como los protocolos de actuación ante posibles crisis derivadas de la presencia en estos canales. En las redes sociales se encuentran prácticamente todos los stakeholders de las empresas/marcas, fuente de información continua para mejorar sus negocios. Su utilización, dentro de una comunicación integral de marketing, permite fortalecer la imagen corporativa y lograr un posicionamiento claro y a largo plazo.

Report of the SocMon capacity development workshop for the Bay of Bengal Large Marine Ecosystem countries in South Asia, St Martin's Island, Bangladesh, 2-11 January, 2015

Socio-economic Monitoring (SocMon) is an approach and set of tools for conducting socio-economic monitoring of changes in coastal communities. Planned outputs of the workshop included: training of local staff i SocMon methodologies; draft a SocMon report for St. Martin's Island; a workplan for implementing the SocMon; a communication strategy; and key inputs to a regional SocMon strategy

Report of the SocMon capacity development workshop for the Bay of Bengal Large Marine Ecosystem countries in South Asia, Vidathaltivu, Northern Province, Sri Lanka, 3-11 March, 2015

This Socioeconomic Monitoring (SocMon) training workshop was coordinated by the Small Fisher Federation of Lanka (SFFL). Planned outputs included: participants from Mannar trained in SocMon methodologies; draft SocMon reports fro Vidathaltivu; a workplan for Mannar; a communication strategy for Vidathaltivu/ Mannar; and key inputs to a regional SocMon strategy

小学学习不良儿童对言语交际策略的理解与运用

[Abstract] Verbal communication strategy (VCS) refers to a programmed knowledge applied by individuals to understand and express intentions via language symbols in their realization of communicative objectives according to social conventions. As an important index of social development, verbal communication strategy has provided a new perspective for social skill studies. However, more work has to be done in the investigation of LD children’s VCS developmental pattern and affecting mechanism. Through contextual test, structured interview and role-play, the present study, by adopting integrated measurements of instrumental and interpersonal effectiveness, explored the developmental characteristics of Chinese learning-disabled primary school children across 3-6th grades at both comprehension and application levels. Then, their social perspective-taking performance and verbal retelling competence of each participant were examined, on the basis of which, path analysis was conducted, with social perspective-taking, verbal retelling and verbal communication strategy comprehension as independent variables, to reveal the inner mechanism affecting LD children’s application of verbal communication strategy. Finally, an intervention study was carried out through a combination of polite request strategy understanding lessons and social perspective-taking training dramas. The results indicate that:(1) No significant grade differences were found in LD group for polite request strategy, while significant differences were reported across different grades of non-LD children. For indirect reply strategy, significant grade and gender differences were found among LD children, but the developmental trajectory between the two groups was different. For both polite request and indirect reply strategies, the strategy comprehension level of LD children was significantly lower than those without learning disabilities. (2) No significant grade and gender differences were found in LD group in their application of polite request strategy, while for non-LD children, significant differences were reported across different grades. For indirect reply strategy, both LD and non-LD groups exhibited similar developmental characteristics. Significant group differences only exist in the over-all application level of polite request strategies, not in indirect reply strategies. However, the differences of the latter between the two groups were found at significant level only among the 11-12 year olds. (3) LD children’s perspective-taking and verbal retelling competence were significantly lower than those of non-LD group. For polite request strategy, the influence of social perspective-taking to strategy application was indirect and must be via strategy comprehension, while for indirect reply strategy, strategy comprehension was found to play as a partial mediator between social perspective-taking and strategy application. The influence of verbal retelling to strategy application was indirect on both types of strategies. (4) LD children’s strategy comprehension and social perspective-taking level can be improved, and the improvement of these two competences has significant positive impact on the increase of their strategy application level. Key Words: learning disabilities, verbal communication strategy, social perspective- taking

Comunicação no desporto: estratégia de relações públicas para a divulgação da natação sincronizada em Portugal

Este projeto pretende contribuir com uma resposta para o problema da falta de conhecimento/reconhecimento da Natação Sincronizada em Portugal. A Natação Sincronizada é uma modalidade amadora e, tendo em conta os seus benefícios vários, a beleza e atratividade da modalidade e o papel que pode ter na saúde, bem-estar e entretenimento da comunidade é possível dinamizá-la, despertando o interesse dos stakeholders, através de uma Estratégia de Comunicação eficaz. As Relações Públicas no sector desportivo, embora mais habituais nas modalidades profissionais, são uma área em que urge apostar, tanto ao nível da investigação teórica como nas áreas da investigação critica sobre as suas práticas. Partindo precisamente de uma reflexão teórica sobre esta disciplina propomo-nos apresentar uma estratégia de Relações Públicas que permita dar uma maior visibilidade a esta modalidade e consequentemente leve a um aumento substancial do número de praticantes e técnicos nos próximos anos.

Campanha de comunicação - violência no trabalho: campanha de comunicação para a Associação Portuguesa de Apoio à Vítima

O presente trabalho de projeto centra-se numa questão silenciosa na sociedade portuguesa: a violência no trabalho. A proposta apresentada visa dar visibilidade a um problema humano, social e económico com reflexos no quotidiano de milhares de pessoas em todo o mundo. Consciencializar as organizações e os/as trabalhadores/as para a necessidade de atitudes preventivas é o principal objetivo da estratégia de comunicação aqui apresentada. Esta estratégia baseia-se numa revisão de literatura e analise da situação da violência no trabalho em Portugal.

Consciencialização dos operadores turísticos para a consulta do viajante

Partindo de uma hipótese que se veio a demonstrar válida, de que os Operadores Turísticos em Portugal têm muito pouca informação sobre a consulta do viajante e o seu papel em responsabilidade na promoção da saúde dos seus clientes, apresenta-se neste trabalho não só uma análise da situação anteriormente referida como uma estratégia de comunicação visando consciencializar os Operadores Turísticos para a necessidade de fomentarem a adesão dos seus clientes à consulta do viajante. Dois temas emergem como centrais, nomeadamente a questão do turismo na nossa contemporaneidade e a saúde dos que viajem essencialmente para fora da Europa em turismo. Transversal a todo o trabalho encontra-se a noção de comunicação e saúde, especialmente na sua vertente de comunicação para a saúde. Defende-se que a comunicação para a saúde pode ser pensada como um fator competitivo para os Operadores Turísticos e apresenta-se uma estratégia de comunicação subordinada ao título: “Projeto de Consciencialização dos Operadores para a Consulta do Viajante”. Na primeira parte apresenta-se uma revisão da literatura e de outras fontes sobre os temas: Turismo, Consulta do Viajante e Comunicação para a Saúde, e na segunda parte o projeto que já referi. Partindo da hipótese inicialmente formulada, para uma análise completa da situação utilizaram-se metodologias de análise qualitativa e quantitativa junto dos principais públicos envolvidos a saber os Operadores Turísticos.

Plano de comunicação: hábitos alimentares dos jovens portugueses

O intuito deste projecto de investigação é o de fazer um plano de comunicação para alterar o comportamento dos jovens face aos hábitos alimentares. O público-alvo desta comunicação são jovens entre os 16 e 21 anos. O problema em estudo neste trabalho são os hábitos alimentares dos jovens portugueses, tendo como objetivo a melhoria por parte dos jovens dos hábitos alimentares. Uma vez que estamos a alterar comportamentos e atitudes, este plano de comunicação insere-se no âmbito do marketing social. O presente projecto foi desenvolvido em três fases: primeiro foi feita uma revisão da literatura para perceber quais os hábitos alimentares dos jovens e o que já foi feito de comunicação para esta causa. Em seguida foi efectuado um questionário aos jovens para que fosse possível perceber o que consomem, as noções que têm de alimentação saudável e como se deve comunicar sobre hábitos alimentares com o target definido. Por fim, realizou-se uma estratégia de comunicação com base nas respostas dos inquiridos. A estratégia de comunicação é o mais adequada possível para os jovens, a fim de se conseguir passar a mensagem. De acordo com os resultados obtidos podemos perceber que muitos dos inquiridos não têm a melhor alimentação, contudo a maioria tem noção do que são bons hábitos alimentares. Relativamente aos meios para passar a mensagem, os inquiridos elegeram aqueles mais direcionados aos jovens. O resultado deste projecto foi um plano de comunicação com o objetivo dos jovens alterarem os seus hábitos alimentares. Este plano teve grande enfoque na publicidade, nas relações públicas e nos social media.