Van Reijmersdal, E. A., Rozendaal, E. and Buijzen, M. (2012). Brand prominence in advergames: Effects on children’s explicit and implicit memory. In M. Eisend, T. Langner & S. Okazaki (Eds.). Advances in Advertising Research (Vol. III): Current Insights and Future Trends. Wiesbaden: Gabler.

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.