Brand prominence in advergames: effects on children’s explicit and implicit memory
| Authors | |
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| Publication date | 2012 |
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| Book title | Advances in Advertising Research (Vol. III) |
| Book subtitle | Current Insights and Future Trends |
| ISBN |
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| ISBN (electronic) |
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| Series | European Advertising Academy |
| Event | 10th International Conference on Research in Advertising (ICORIA) |
| Pages (from-to) | 321-329 |
| Publisher | Wiesbaden: Springer Gabler |
| Organisations |
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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). |
| Document type | Conference contribution |
| Language | English |
| Published at |
https://doi.org/10.1007/978-3-8349-4291-3_24
(Final published version)
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