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

In and out of control: Learning games differently

In this paper we make use of the theoretical resources of actor network theory as a ‘frame’ within which to organize video data we have been collecting on playing, and more specifically, on girls learning to play, digital games. Through a microanalysis of interaction, we closely examine intersecting trajectories of control -- self, other, and technology -- within the context of game play. Using MAP, a software program that supports multimodal analysis, we offer an illustrated account of the microgenesis of competence in collaborative, technologically-supported gameplay, drawing attention to developmentally significant behavioural regularities which, because they are embodied and not necessarily cognitive-linguistic in character, have not typically been evidenced in research on collaborative learning. A particular contribution of this paper is its study of group play, a relatively under-studied topic in gameplay research, and a perspective that has allowed us to look specifically at the phenomenon of the distributed development of competence central to learning in and through collaborative play

A system study of a computerized grocery store

This thesis is a system study of a computer controlled grocery store. Previous work has been done in the area of computerized inventory control, and computerized checkout lines in grocery stores, but the system proposed in this thesis is to control the movement and handling of the products as orders are automatically filled. In the preliminary part of the system study, a comparison between a time shared computer service and a minicomputer is done, which results in the selection of a minicomputer for this control system. Then the general control system is presented, and the system interfacing and control for the various peripherals is configured, assuming a minicomputer with a bus structure similar to the PDP-8 machine. Finally a set of workable minicomputer specifications is developed, and a simulation of the proposed control system is done on the SCC-650 minicomputer --Abstract, page ii

Proceedings of the NSSDC Conference on Mass Storage Systems and Technologies for Space and Earth Science Applications

The proceedings of the National Space Science Data Center Conference on Mass Storage Systems and Technologies for Space and Earth Science Applications held July 23 through 25, 1991 at the NASA/Goddard Space Flight Center are presented. The program includes a keynote address, invited technical papers, and selected technical presentations to provide a broad forum for the discussion of a number of important issues in the field of mass storage systems. Topics include magnetic disk and tape technologies, optical disk and tape, software storage and file management systems, and experiences with the use of a large, distributed storage system. The technical presentations describe integrated mass storage systems that are expected to be available commercially. Also included is a series of presentations from Federal Government organizations and research institutions covering their mass storage requirements for the 1990's

Investigation and development of a tangible technology framework for highly complex and abstract concepts

The ubiquitous integration of computer-supported learning tools within the educational domain has led educators to continuously seek effective technological platforms for teaching and learning. Overcoming the inherent limitations of traditional educational approaches, interactive and tangible computing platforms have consequently garnered increased interest in the pursuit of embedding active learning pedagogies within curricula. However, whilst Tangible User Interface (TUI) systems have been successfully developed to edutain children in various research contexts, TUI architectures have seen limited deployment towards more advanced educational pursuits. Thus, in contrast to current domain research, this study investigates the effectiveness and suitability of adopting TUI systems for enhancing the learning experience of abstract and complex computational science and technology-based concepts within higher educational institutions (HEI)s. Based on the proposal of a contextually apt TUI architecture, the research describes the design and development of eight distinct TUI frameworks embodying innovate interactive paradigms through tabletop peripherals, graphical design factors, and active tangible manipulatives. These computationally coupled design elements are evaluated through summative and formative experimental methodologies for their ability to aid in the effective teaching and learning of diverse threshold concepts experienced in computational science. In addition, through the design and adoption of a technology acceptance model for educational technology (TAM4Edu), the suitability of TUI frameworks in HEI education is empirically evaluated across a myriad of determinants for modelling students’ behavioural intention. In light of the statistically significant results obtained in both academic knowledge gain (μ = 25.8%) and student satisfaction (μ = 12.7%), the study outlines the affordances provided through TUI design for various constituents of active learning theories and modalities. Thus, based on an empirical and pedagogical analyses, a set of design guidelines is defined within this research to direct the effective development of TUI design elements for teaching and learning abstract threshold concepts in HEI adaptations

Red Queen Pricing Effects in E-Retail Markets

A standard “solution” offered to the deleterious effects of all-out price competition is for firms to engage in differentiation strategies. This solution, however, depends critically on the inability of rivals to imitate a successful differentiation strategy. With imitation, we show how “Red Queen” pricing effects can arise: All firms have an incentive to vertically differentiate and increase markups, yet imitation by rivals drives prices down toward pre-differentiation levels. Thus, the price premia arising from differentiation strategies in eretailing critically depend on the number of other firms that imitate the strategies. Based on data from Shopper.com, we find that an online firm that unilaterally differentiates itself from its rivals by participating in CNet’s Certified Merchant program enjoys a 5 to 17 percent price premium. However, when other firms also follow this strategy, the price premium vanishes.Pricing, Product Differentiation, Red Queen Effect, Internet, Reputation