Brand Placements in Computer and Video Games: An Overview and Research Questions
Abstract
Despite the size and growth of the computer and video gaming industry - as well as the increasing use of the medium for the placement of advertising and product placement - researchers have neglected this area. By drawing on existing literature and research in similar and related areas of film product placement, sponsorship and interactivity, the authors present a conceptual overview and identify areas for research.
Conference Title
ANZMAC 2004 Proceedings
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