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.

Publishing Engineering Education Resources: A Collaborative Web Project.

Web is a powerful hypermedia-based information retrieval mechanism that provides a user-friendly access across all major computer platforms connected over Internet. This paper demonstrates the application of Web technology when used as an educational delivery tool. It also reports on the development of a prototype electronic publishing project where Web technology was used to deliver power engineering educational resources. The resulting hyperbook will contain diverse teaching resources such as hypermedia-based modular educational units and computer simulation programs that are linked in a meaningful and structured way. The use of Web for disseminating information of this nature has many advantages that cannot possibly be achieved otherwise. PREAMBLE The continual increase of low-cost functionality available in desktop computing has opened up a new possibility in learning within a wider educational framework. This technology also is supported by enhanced features offered by new and ...

Robot building for preschoolers

This paper describes Electronic Blocks, a new robot construction element designed to allow children as young as age three to build and program robotic structures. The Electronic Blocks encapsulate input, output and logic concepts in tangible elements that young children can use to create a wide variety of physical agents. The children are able to determine the behavior of these agents by the choice of blocks and the manner in which they are connected. The Electronic Blocks allow children without any knowledge of mechanical design or computer programming to create and control physically embodied robots. They facilitate the development of technological capability by enabling children to design, construct, explore and evaluate dynamic robotics systems. A study of four and five year-old children using the Electronic Blocks has demonstrated that the interface is well suited to young children. The complexity of the implementation is hidden from the children, leaving the children free to autonomously explore the functionality of the blocks. As a consequence, children are free to move their focus beyond the technology. Instead they are free to focus on the construction process, and to work on goals related to the creation of robotic behaviors and interactions. As a resource for robot building, the blocks have proved to be effective in encouraging children to create robot structures, allowing children to design and program robot behaviors.

An optimization-based algorithm for shunt active filter under distorted supply voltages

When the supply voltages are balanced and sinusoidal, load compensation can give both unity power factor (UPF) and perfect harmonic cancellation (PHC) source currents. But under distorted supply voltages, achieving both UPF and PHC currents are not possible and contradictory to each other. Hence there should be an optimal performance between these two important compensation goals. This paper presents an optimal control algorithm for load compensation under unbalanced and distorted supply voltages. In this algorithm source currents are compensated for reactive, imbalance components and harmonic distortions set by the limits. By satisfying the harmonic distortion limits and power balance, this algorithm gives the source currents which will provide the maximum achievable power factor. The detailed simulation results using MATLAB are presented to support the performance of the proposed optimal control algorithm.

Operation and control of a DVR in the presence of interharmonics

The paper discusses the operating principles and control characteristics of a dynamic voltage restorer (DVR). It is assumed that the source voltages contain interharmonic components in addition to fundamental components. The main aim of the DVR is to produce a set of clean balanced sinusoidal voltages across the load terminals irrespective of unbalance, distortion and voltage sag/swell in the supply voltage. An algorithm has been discussed for extracting fundamental phasor sequence components from the samples of three-phase voltages or current waveforms having integer harmonics and interharmonics. The DVR operation based on extracted components is demonstrated. The switching signal is generated using a deadbeat controller. It has been shown that the DVR is able to compensate these interharmonic components such that the load voltages are perfectly regulated. The DVR operation under deep voltage sag is also discussed. The proposed DVR operation is verified through the computer simulation studies using the MATLAB software package.

Load compensation for systems with non-stiff source using state feedback

Various load compensation schemes proposed in literature assume that voltage source at point of common coupling (PCC) is stiff. In practice, however, the load is remote from a distribution substation and is supplied by a feeder. In the presence of feeder impedance, the PWM inverter switchings distort both the PCC voltage and the source currents. In this paper load compensation with such a non-stiff source is considered. A switching control of the voltage source inverter (VSI) based on state feedback is used for load compensation with non-stiff source. The design of the state feedback controller requires careful considerations in choosing a gain matrix and in the generation of reference quantities. These aspects are considered in this paper. Detailed simulation and experimental results are given to support the control design.

Torsional Interaction Studies on a Power System Compensated by SSSC and Fixed Capacitor

In this paper, a static synchronous series compensator (SSSC), along with a fixed capacitor, is used to avoid torsional mode instability in a series compensated transmission system. A 48-step harmonic neutralized inverter is used for the realization of the SSSC. The system under consideration is the IEEE first benchmark model on SSR analysis. The system stability is studied both through eigenvalue analysis and EMTDC/PSCAD simulation studies. It is shown that the combination of the SSSC and the fixed capacitor improves the synchronizing power coefficient. The presence of the fixed capacitor ensures increased damping of small signal oscillations. At higher levels of fixed capacitor compensation, a damping controller is required to stabilize the torsional modes of SSR.

TCSC control design for transient stability improvement of a multi-machine power system using trajectory sensitivity

This paper discusses the effects of thyristor controlled series compensator (TCSC), a series FACTS controller, on the transient stability of a power system. Trajectory sensitivity analysis (TSA) has been used to measure the transient stability condition of the system. The TCSC is modeled by a variable capacitor, the value of which changes with the firing angle. It is shown that TSA can be used in the design of the controller. The optimal locations of the TCSC-controller for different fault conditions can also be identified with the help of TSA. The paper depicts the advantage of the use of TCSC with a suitable controller over fixed capacitor operation.

Control schemes for equalization of capacitor voltages in neutral clamped shunt compensator

Voltage imbalance in capacitors is a well-known problem in compensator topologies which use two or more capacitors. This imbalance may exist even if the load does not contain any DC component, due to practical factors. However, when the load contains a DC part, the voltage imbalance problem becomes critical. In this paper, a two-quadrant chopper has been used to regulate the capacitor voltages in a two-capacitor compensator structure. Two different control strategies for the two-quadrant chopper to equalize the voltage of the capacitors have been proposed. The strategies are validated through detailed simulation studies. Experiments have also been carried out to validate the hysteresis control of chopper.

A novel placement strategy for FACTS controllers

In this paper, a new method called the extended voltage phasors approach (EVPA) is proposed for placement of FACTS controllers in power systems. While the voltage phasors approach (VPA) identifies only the critical paths from the voltage stability viewpoint, the proposed method additionally locates the critical buses/line segments. The results of EVPA are compared with the well-established line flow index (LFI) method for nine-bus, 39-bus, and 68-bus systems. It is shown that the EVPA provides accurate indication for the placement of FACTS controllers.