Quick link: product placement in video games study

by on 17 April, 2008 - 23:43

Now here's something I only recently came across, while looking for something completely different (doh). The effectiveness of product placement in video games, from the Journal of Interactive Advertising. It's basically a study meant to determine the effect of product placement on brand attitudes. Note that it starts from the idea that players should, in the short run, view a brand more favorably after seeing it in a game, which is somewhat questionable.

Pros:  well documented procedures

Cons: very hermetic approach,  no conclusive evidence in the long run.