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 July 31, 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 July 31, 2014).

Share This




More Science & Society News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
Amid Drought, UCLA Sees Only Water

Amid Drought, UCLA Sees Only Water

AP (July 30, 2014) A ruptured 93-year-old water main left the UCLA campus awash in 8 million gallons of water in the middle of California's worst drought in decades. (July 30) Video provided by AP
Powered by NewsLook.com
Texas Scientists Study Ebola Virus

Texas Scientists Study Ebola Virus

AP (July 30, 2014) Scientists in Texas are studying the Ebola virus, which has killed more than 670 people across West Africa this year. Right now, the disease has no vaccine and no specific treatment, with a fatality rate of at least 60 percent. (July 30) Video provided by AP
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