The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames

Computers in Human Behavior

Volumn 32, Issue , 2014, Pages 276-283

  Bellman, Steven ^a   Kemp, Anna ^a,c   Haddad, Hanadi ^a,d   Varan, Duane ^a,b  

^a MURDOCH UNIVERSITY   (Australia)

^b Disney Media and Advertising Lab   (United States)

^c UNIVERSITY OF WESTERN AUSTRALIA   (Australia)

^d EDITH COWAN UNIVERSITY   (Australia)

Author keywords

Advergames; Advertising; Computer mediated communication (CMC); Online video; Telepresence; Television

Indexed keywords

COMPUTER GAMES; DIGITAL TELEVISION; MARKETING; TELEVISION; VISUAL COMMUNICATION;

ADVERGAMES; COMPUTER MEDIATED COMMUNICATION; INTERACTIVE TV; ONLINE VIDEO; TELEPRESENCE; TELEVISION COMMERCIALS; TV COMMERCIAL;

INTERACTIVE TELEVISION;

EID: 84892719556     PISSN: 07475632     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.chb.2013.12.013     Document Type: Article

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