Featured Research

from universities, journals, and other organizations

Online Advertising: With Advergames The Theme Of Game Is Secret To Success

Date:
October 2, 2008
Source:
University of Missouri-Columbia
Summary:
Researchers have examined the impact of advergame themes on consumers' attitudes toward advergames and brands. The study revealed that consumers expressed strong positive relationships toward brands when they played advergames with strong thematic connections to the brands.

It’s all fun and games when it comes to the current trend in online advertising. Advergames, online video games used to advertise a product or brand, increasingly are being used by advertisers to attract and engage consumers. In a new study, University of Missouri researchers examined the impact of advergame themes on consumers’ attitudes toward advergames and brands.

The study revealed that consumers expressed strong positive relationships toward brands when they played advergames with strong thematic connections to the brands.

In the study, participants played two advergames, both with either high or low thematic connection to the brand. Thematic connection refers to the degree that the object of the advergame relates to the brand’s product or services. For example, the travel company Orbitz designed a game, “Find Your Hotel,” that has a theme related to the company’s travel services. Another Orbitz game, “Paper Football,” does not have a thematic connection to the company’s services.

“While games that related to the brand were not inherently more enjoyable than unrelated games, the transfer of enjoyment from the game to a positive attitude toward the brand was stronger when the game and brand were thematically related,” said Kevin Wise, assistant professor of strategic communication in the MU School of Journalism. “Game enjoyment led to positive attitude toward the brand when a high thematic connection existed between the game and the brand. This was not the case when the participants played games with a low thematic connection.”

According to Wise, previous research has focused on content analysis, effects on children and social policy implications. This is one of only a few studies that examined the effectiveness of specific features of advergames in producing desired results with consumers.

“A great deal of previous research has been devoted to the relationship between attitude towards an ad and attitude towards the brand in traditional media. In this study, we tried to extend that research to the world of online games,” Wise said. “We found that brand-related advergames facilitated the transfer of enjoyment to the brand, compared to unrelated games. Brand-related advergames are not inherently more expensive to produce, so these findings suggest that they might be more effective as a way of developing positive consumer attitudes towards a particular brand.”

The study was funded by a grant from MU Center for the Digital Globe (CDiG)


Story Source:

The above story is based on materials provided by University of Missouri-Columbia. Note: Materials may be edited for content and length.


Journal Reference:

  1. Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance. Journal of Interactive Advertising, 2008

Cite This Page:

University of Missouri-Columbia. "Online Advertising: With Advergames The Theme Of Game Is Secret To Success." ScienceDaily. ScienceDaily, 2 October 2008. <www.sciencedaily.com/releases/2008/10/081002103659.htm>.
University of Missouri-Columbia. (2008, October 2). Online Advertising: With Advergames The Theme Of Game Is Secret To Success. ScienceDaily. Retrieved September 18, 2014 from www.sciencedaily.com/releases/2008/10/081002103659.htm
University of Missouri-Columbia. "Online Advertising: With Advergames The Theme Of Game Is Secret To Success." ScienceDaily. www.sciencedaily.com/releases/2008/10/081002103659.htm (accessed September 18, 2014).

Share This



More Science & Society News

Thursday, September 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Stocks Hit All-Time High as Fed Holds Steady

Stocks Hit All-Time High as Fed Holds Steady

AP (Sep. 17, 2014) The Federal Reserve signaled Wednesday that it plans to keep a key interest rate at a record low because a broad range of U.S. economic measures remain subpar. Stocks hit an all-time high on the news. (Sept. 17) Video provided by AP
Powered by NewsLook.com
Some Tobacco Farmers Thrive Amid Challenges

Some Tobacco Farmers Thrive Amid Challenges

AP (Sep. 16, 2014) The South's tobacco country is surviving, and even thriving in some cases, as demand overseas keeps growers in the fields of one of America's oldest cash crops. (Sept. 16) Video provided by AP
Powered by NewsLook.com
Space Race Pits Bezos Vs Musk

Space Race Pits Bezos Vs Musk

Reuters - Business Video Online (Sep. 16, 2014) Amazon CEO Jeff Bezos' startup will team up with Boeing and Lockheed to develop rocket engines as Elon Musk races to have his rockets certified. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
President To Send 3,000 Military Personnel To Fight Ebola

President To Send 3,000 Military Personnel To Fight Ebola

Newsy (Sep. 16, 2014) President Obama is expected to send 3,000 troops to West Africa as part of the effort to contain Ebola's spread. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins