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    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/27359
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/27359

    Title: Product Placement of Computer Games in Cyberspace
    Authors: 楊亨利;Cheng-Shu Wang
    Yang, Heng-Li
    Date: 2008-08
    Issue Date: 2009-01-17 16:35:07 (UTC+8)
    Abstract: Computer games are considered an emerging media and are even regarded as an advertising channel. By a three-phase experiment, this study investigated the advertising effectiveness of computer games for different product placement forms, product types, and their combinations. As the statistical results revealed, computer games are appropriate for placement advertising. Additionally, different product types and placement forms produced different advertising effectiveness. Optimum combinations of product types and placement forms existed. An advertisement design model is proposed for use in game design environments. Some suggestions are given for advertisers and game companies respectively.
    Relation: CyberPsychology & Behavior, 11(4), 399-404
    Data Type: article
    Appears in Collections:[資訊管理學系] 期刊論文

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