35,662 research outputs found
Investigating Intention To Use An Interactive Television Game
Besides the excellent quality of picture and sound, and the plethora of available channels, digital interactive television provides access to applications and services with the touch of a button. Interactive television games are becoming popular since television viewers are able to virtually participate in the game. The aim of the work presented in this paper is to investigate factors affecting users’ intention to use an interactive television game that is built upon a popular television game. Towards this aim, we formed a model based on the Technology Acceptance Model (TAM) as well as additional factors derived from previous research in the domains of online games and fun information systems
Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats
This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it
Product Placement and the Effects of Persuasion Knowledge
This study examines the effect of persuasion knowledge and cognitive busyness on attitude toward a brand embedded in a popular movie. Product placement is filling an increasingly important role in marketing strategy as conventional techniques have been rendered ineffective by their own ubiquity. Cognitive busyness was hypothesized to cause a product placement message to be processed on a superficial, peripheral level. If joined with persuasion knowledge, the subject’s lack of ability to devote resources to critically evaluate the message would activate compartmentalized knowledge of products and brands increasing the ease of this information’s mental accessibility and thus aid the formation of favorable brand attitudes. A controlled laboratory experiment reveals that when viewers watch the movie in a natural setting, viewers with persuasion knowledge exhibit lower attitude toward the placed brand than viewers without persuasion knowledge. However, such backlash brand-damaging effects are absent, if not reversed, when viewers watch the movie in a cognitively busy setting
A comparison of three interactive television AD formats
This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates
Embalmed|Unembalmed: the problems of the lived event within media studies 2.0
Media Studies 2.0 seeks to rewire the discipline of media studies from prevailing notions of
aggregate third-person, top-down or imposed identities (as found within the domain of industrial mass
communications media) toward what it sees as the communication of new bottom-up, first-person or
singular reflexive identities favored within the post-fordist, post-industrial spaces of the internet, social
networking sites, second life-like domains and computer game spaces. This article will point toward
many of the hidden, though still important, intersections between these two supposedly separate
conceptions through the use of a case study that throws notions of clean “communication” into question.
From this it will go on to argue for a recognition of such new media spaces as better conceptualized
through Batailleʼs notion of ʻGeneral Economyʼ and Derridaʼs notion of ʻUndecidabilityʼ, as dually taken
forward in the work of Arkady Plotnitsky. The conclusion? Far from modern teletechnologies offering a
new sense of micro-community or as channels of individual self-expression (a new Rousseauian or
McLuhanesque global village of intimate contact), these emergent teletechnologies serve to further
displace or undecide the locus of any signature context of communication, which this article takes as a
cause for celebration
Recall and recognition of in-game advertising : the role of game control
Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into a promising vehicle for advertisers. As a result, the inclusion of advertising messages in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to maximize the effectiveness of IGA. The aim of the study was to contribute to IGA effectiveness research by analyzing the impact of two factors on the processing of IGA in terms of brand awareness. The primary objective was to investigate the effect of a person’s sense of involvement related to the control and movement mechanisms in a game (i.e. kinesthetic involvement). A within-subjects experiment was conducted in which control over a racing game was varied by manipulating game controller type, resulting in two experimental conditions (symbolic versus mimetic controller). Results show that the variation in game controller has a significant effect on the recall and recognition of the brands integrated into the game, and that this effect can be partially brought back to players’ perceived control over the game: when a game is easier to control, the control mechanisms require less conscious attention, freeing attentional resources that can be subsequently spent on other elements of the game such as IGA. A second factor that was taken into account in the study was brand prominence. The influence of both the size and spatial position of in-game advertisements was examined. Findings demonstrate that there are significant changes in effectiveness between different types of placements. Spatial position seems to be the most important placement characteristic, with central brand placements obtaining the highest recall and recognition scores. The effect of ad size is much smaller, with the effectiveness of the large placements not differing significantly from the effectiveness of their smaller counterparts
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Internet-induced marketing techniques: Critical factors in viral marketing campaigns
The rapid diffusion of the Internet and the emergence of various social constructs facilitated by Internet technologies are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical factors for viral marketing, an Internet-based ‘word-of-mouth’ marketing technique. Based on existing knowledge, five types of viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors are the overall structure of the campaign, the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit. The paper discusses three examples of viral marketing campaigns and identifies the specific factors in each case that influence its success. The paper concludes with a viral marketing typology differentiating between viral marketing communications, unintended viral marketing and commercial viral marketing. This is still a rapidly evolving area and further research is clearly needed to monitor new developments and make sense of the radical changes these developments bring to the market
Assessing fun: young children as evaluators of interactive systems.
In this paper, we describe an exploratory study on the challenges of conducting usability tests with very young children aged 3 to 4 years old (nursery age) and the differences when working with older children aged 5 to 6 years old (primary school). A pilot study was conducted at local nursery and primary schools to understand and experience the challenges working with young children interacting with computer products. We report on the studies and compare the experiences of working with children of different age groups in evaluation studies of interactive systems
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