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dc.contributor.authorE. Voges, Kevinen_US
dc.contributor.authorKuhn, Kerrien_US
dc.contributor.authorPope, Nigelen_US
dc.contributor.editorDr Maree Thyne, Dr Kenneth R. Deans, Assoc Prof Juergen Gnothen_US
dc.date.accessioned2017-04-04T18:22:27Z
dc.date.available2017-04-04T18:22:27Z
dc.date.issued2007en_US
dc.date.modified2009-10-14T22:16:01Z
dc.identifier.refurihttp://www.sobmedia.commerce.otago.ac.nz/asp/anzmac07/anzmacCD/papers.htmlen_AU
dc.identifier.doihttp://www.anzmac.org/en_AU
dc.identifier.urihttp://hdl.handle.net/10072/16981
dc.description.abstractDespite its growth and prominence, product placement is generally under-researched and this is even more apparent in the area of placement in video gaming. This paper presents exploratory focus group research into this practice. Findings indicate that the introductory footage to a game provides placement opportunities with the highest level of recall, while peripheral non-action is the worst. Interestingly, recall also appears to be higher for individual brands as opposed to manufacturer brands.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent45934 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherUniversity of otagoen_US
dc.publisher.placeNew Zealanden_US
dc.publisher.urihttp://www.sobmedia.commerce.otago.ac.nz/en_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencenameANZMAC 2007en_US
dc.relation.ispartofconferencetitleANZMAC 2007 Conference Proceedingsen_US
dc.relation.ispartofdatefrom2007-12-03en_US
dc.relation.ispartofdateto2007-12-05en_US
dc.relation.ispartoflocationDunedin, New Zealanden_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.subject.fieldofresearchcode280104en_US
dc.subject.fieldofresearchcode380303en_US
dc.titleExploring Product Placement in Video Games: An Investigation of Recall Effectsen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright remains with the authors 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.en_AU
gro.date.issued2007
gro.hasfulltextFull Text


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    Contains papers delivered by Griffith authors at national and international conferences.

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