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C/M/2260. Dissertation. In-game advertising and its effectiveness as marketing tool
- WORDS:
- 10300
- DATE:
- 2011
- PRICE:
- 109.99 GBP
The dissertation investigates the effectiveness of placing ads within video games for marketing purposes. Literature is reviewed on the background of the video game industry, principles and types of in-game advertising (IGA), theoretical underpinnings of IGA, in-game opportunities for marketers and consumers, etc. The methods of the research employ secondary data analysis and primary data collected from interviews with 18-24 year-old gamers. Conclusions are made about the effectiveness of IGA as a marketing tool suggesting recommendations for game developers and marketers.
KEYWORDS: Dissertation, In-game advertising, IGA, marketing,
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