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C/M/2145. Dissertation. In-game advertising as tool of marketing communication

WORDS:
10850
DATE:
2011
PRICE:
109.99 GBP

The dissertation investigates the effectiveness of in-game advertising (IGA) as a tool of marketing communication. Literature is reviewed on the features of the video-game industry, the use of in-game advertising, theoretical underpinnings of IGA, the opportunities offered by IGA to marketers and consumers, etc. Primary research is conducted using interviews with 18-24 year old gamers to identify their perceptions and feelings about the use of advertising within games. Conclusions are made about the growing popularity of this advertising medium. Recommendations are provided for game producers and marketers.

 

KEYWORDS: Dissertation, in-game advertising, IGA, marketing communication,

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