EFFECT OF IN-GAME ADVERTISEMENTS ON BRAND ATTITUDE Donny Suriyanto - - PowerPoint PPT Presentation

EFFECT OF IN-GAME ADVERTISEMENTS ON BRAND ATTITUDE

Donny Suriyanto

BACKGROUND INFORMATION

COMPARISON OF REAL LIFE & IN-GAME ADVERTISEMENT

EXPERIMENTAL DESIGN

The Usual Method:

PROCESSING OF DATA

REAL LIFE APPLICATION

Companies can decide whether to invest their money into placing their products inside the game

Must consider the additional cost needed to place the advertisement into the game Must consider the additional revenue that can be brought in by the advertisements

RESULTS

• The table shows the results of the study. It shows the fixation duration for each advertisement

that appeared in the game. It also shows whether the participants were able to recall or recognise the brand that appeared.

• The results show that the recall and recognition rate of In-Game Advertisements is relatively

low.

• The results may be affected by brand familiarity as well as the more familiar a person is with the

brand, the easier it is for them to recall and recognise the brand.

LIMITATIONS & FUTURE IMPROVEMENTS

Limitations:

• Overlap of AOIs with the car in the Formula 1 Racing Game
• Lack of processed data

Future Improvements:

• Using different types of games
• Obtaining a larger sample size
• Allow the players to play the game for a longer duration

CONCLUSION

• Participants were able to recall and recognise an average of 1.5

advertisements.

• The data does not support the hypothesis as the data shows that there are

no correlation between fixation duration and recall and recognition rate. However, this conclusion may be due to the small sample size of this study.

• In – Game Advertisements may prove to be an ineffective method to affect
• ne’s attitude towards a brand, if done in a short period of time.