IN-GAME ADVERTISING WITHIN ALAN WAKE AND ITS PERCEPTION (CASE STUDY)
IN-GAME ADVERTISING WITHIN ALAN WAKE AND ITS PERCEPTION (CASE STUDY)
Author(s): Zdenko Mago, Jarmila KnapcováSubject(s): Social Sciences, Psychology, Media studies, Applied Sociology, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: alan wake; comparison of in-game and traditional forms of advertising; content analysis; digital game; in-game advertising; perception;
Summary/Abstract: In-game advertising as a mean of advertisement placement within digital games represents one of recent ways of how to reach potential consumers in current digital era. The aim of the study is to determine the difference in perception between digital in-game and non-digital print advertisements of the same product. The digital game Alan Wake represents an ideal research material because it contains various types of in-game advertising. A quantitative content analysis of the game examines occurrence rates of particular types of in game advertising placed in it. Afterwards, we investigate using semantic differential the difference in perception between in-game advertising and corresponding print advertising as a form of „traditional” advertising. Reduction of prejudices or aversion towards in-game advertising is also a partial goal of the study.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 491-502
- Page Count: 12
- Language: English