Effectiveness of in-game advertising (IGA) towards brand recall
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
MBA Executive Research Project
Video game industry, Social gaming & (IGA)
The paper deals with a relatively new medium of advertisement, in-game advertising & its effectiveness towards brand recall. the paper first discusses the background & recent developments in the IGA industry. Program: EMBA Photocopying is prohibited. To be used within library premises The research was done by the means of an online questionnaire survey. The survey was sent by email to students from 2 leading business schools.
Hussain, R. (2020). Effectiveness of in-game advertising (IGA) towards brand recall (Unpublished graduate research project).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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