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Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game

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Advances in Advertising Research IX

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Abstract

As suggested by its name, in-game advertising involves “the inclusion of products or brands within a digital game” (Terlutter and Capella, 2013). As games have become more sophisticated, so too has in-game advertising. Brands now have two distinct options when looking to invest advertising dollars in games; static placements and dynamic placements (Interactive Advertising Bureau, 2014).

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Authors and Affiliations

  1. College of Arts and Sciences, University of San Francisco, San Francisco, USA

    Kathryn G. Charlton

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  1. Kathryn G. Charlton
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Correspondence to Kathryn G. Charlton .

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Editors and Affiliations

  1. Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  2. Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  3. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Charlton, K.G. (2018). Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_8

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