Abstract: This chapter examined the effects of prominence of brands placed in advergames on children’s (8 to 12 year olds) explicit and implicit brand memory. The results showed that prominence had a positive effect on explicit brand memory but no effect on implicit brand memory. That is, regardless of the prominence of the brand in the game, children showed higher implicit brand memory of brands that were shown in the game than of brands that were not present in the game.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health