Title

Effectiveness of in-game advertising (IGA) towards brand recall [EMBA Project] /

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Video game industry, Social gaming & (IGA)

Executive Summary

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.

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