Recall of Brand Placements in Computer/Video Games

Michelle R. Nelson

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Marketing and Advertising Strategies Digital Games and Media Consumer Behavior in Brand Consumption and Identification

Abstract

A clinical study of 96 patients compared a new hydrocolloid dressing (Granuflex Extra Thin) with a non-adherent dressing (perforated film absorbent dressing) in the management of lacerations, abrasions and minor operation incisions at the Accident and Emergency (A&E) Department of the University College Hospital, Galway. While time to heal was similar for both groups, the patients using Granuflex Extra Thin experienced less pain (P < 0.001), required less analgesia (P = 0.0154) and were able to carry out their normal daily activities including bathing or showering without affecting the dressing or the wound. Patient satisfaction with the new dressing appeared to be very high especially in those patients who pursued an active lifestyle.

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References

1999Experiential Marketing 1994Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues 1998Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall

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2017Examining the impact of gamification on intention of engagement and brand attitude in the marketing context 2013The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention 2006CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects 2007The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests 2004Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games 2006The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names 2011Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames

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