Receptiveness of gamers to embedded brand messages in advergames: attitudes towards product placement

Tina Winkler and Kathy Buckner

Advergames are increasingly being used as part of a marketing campaign to promote products and brands.
  

Receptiveness of gamers to embedded brand messages in advergames: attitudes towards product placement

Tina Winkler and Kathy Buckner Napier University, Edinburgh, UK

INTRODUCTION

Many types of organizations are starting to use advergames as a part...

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