Degree
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
2012
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Keywords
In-game advertising, IGA, Brand recall, Integrated, Non-integrated, Implicit, Explicit
Executive Summary
The paper deals with a relatively new medium of advertisement, in-game advertising and its effectiveness towards brand recall. The paper first discusses the background and recent developments in the IGA industry. It then goes on to review prior literature on this subject. This literature review not only deals with two different types of in-game advertising, namely, a) integrated and b) peripheral but also deals with its results on both a) implicit and b) explicit brand recall. Following this review, the paper lays down the hypothesis, methodology and the results of the survey research undertaken. The results point to a developing IGA industry along with supporting the hypothesis that more active players are better able to recall brands. It then concludes that there is a significant level of scope for organizations to benefit from IGA, especially in sports and role-playing genre.
Pages
38
Link to Catalog Record
https://ils.iba.edu.pk/cgi-bin/koha/opac-detail.pl?biblionumber=54890
Recommended Citation
Hussain, R. (2012). Effectiveness of In-Game Advertising (IGA) towards brand recall (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/532
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