The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

Classification and optimization of product review information using soft computing models

A soft computing framework to classify and optimize text-based information extracted from customers' product reviews is proposed in this paper. The soft computing framework performs classification and optimization in two stages. Given a set of keywords extracted from unstructured text-based product reviews, a Support Vector Machine (SVM) is used to classify the reviews into two categories (positive and negative reviews) in the first stage. An ensemble of evolutionary algorithms is deployed to perform optimization in the second stage. Specifically, the Modified micro Genetic Algorithm (MmGA) optimizer is applied to maximize classification accuracy and minimize the number of keywords used in classification. Two Amazon product reviews databases are employed to evaluate the effectiveness of the SVM classifier and the ensemble of MmGA optimizers in classification and optimization of product related keywords. The results are analyzed and compared with those published in the literature. The outputs potentially serve as a list of impression words that contains useful information from the customers' viewpoints. These impression words can be further leveraged for product design and improvement activities in accordance with the Kansei engineering methodology.

Comparison of food industry policies and commitments on marketing to children and product (re)formulation in Australia, New Zealand and Fiji

Unhealthy food environments are known to be major drivers of diet-related non-communicable diseases globally, and there is an imperative for major food companies to be publicly accountable for their actions to improve the healthiness of food environments. This paper examines the prevalence of publicly available policies and commitments of major packaged food and soft drink manufacturers, and fast-food restaurants in Australia, New Zealand and Fiji with respect to reducing food marketing to children and product (re)formulation. In each country, the most prominent companies in each sector were selected. Company policies, commitments and relevant industry initiatives were gleaned from company and industry association websites. In Australia and New Zealand, there are a higher proportion of companies with publicly available marketing and formulation policies than in Fiji. However, even in Australia, a large proportion of the most prominent food companies do not have publicly available policies. Where they exist, policies on food marketing to children generally focus on those aged less than 12, do not apply to all types of media, marketing channels and techniques, and do not provide transparency with respect to the products to which the policies apply. Product formulation policies, where they exist, focus mostly on salt reduction and changes to the make-up of overall product portfolios, and do not generally address saturated fat, added sugar and energy reduction. In the absence of strong policies and corresponding actions by the private sector, it is likely that government action (e.g. through co-regulation or legislation) will be needed to drive improved company performance.

Learning and concurrent engineering in the development of a high technology product/service system

This paper explores project management techniques that can support the development of novel product-service systems. Some observations from the development of an airborne earth properties measurement system are provided. The intellectual property and the data this system could potentially deliver was more important than the potential commercial value of the product itself. What was sought was a complete business service solution. A concurrent engineering approach was implemented linking both product development and survey data/analysis services. The blend of product and service was integrated using a function modeling technique. It was observed that the implementation of some functions required radical innovation whilst others could be implemented through incremental improvements to current practice. It is suggested in the paper that adapting production learning curve concepts that reflect the relative degrees of uncertainty involved in individual subsystems can enhance project management forecasting practice © 2013 The Authors and IOS Press.