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Erschienen in:
Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia Kapitel lesen Erstes Kapitel lesen

2012 | OriginalPaper | Buchkapitel

Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory

verfasst von : Eva A. van Reijmersdal, Esther Rozendaal, Moniek Buijzen

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Increasingly, advertisers use techniques that integrate persuasive messages into editorial content, resulting in blurred boundaries between advertising, entertainment, and information (Raney et al., 2003). Many of these techniques aim to reach children: Advergames, branded websites, and brand placements have invaded media targeted toward children (Calvert, 2008; Moore, 2004).

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Metadaten
Titel
Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory
verfasst von
Eva A. van Reijmersdal
Esther Rozendaal
Moniek Buijzen
Copyright-Jahr
2012
Verlag
Gabler Verlag
Buch
Advances in Advertising Research (Vol. III)

Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012

DOI
https://doi.org/10.1007/978-3-8349-4291-3_24