TY - JOUR
T1 - The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames
AU - Bellman, S.A.
AU - Kemp, Anna
AU - Haddad, H.
AU - Varan, D.
PY - 2014
Y1 - 2014
N2 - Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence ("being there" in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of advertising by itself. This study compared the effectiveness of advergames played on a PC to normal 30-s TV commercials, and also to interactive commercials enhanced with advergames. The results show no differences in telepresence, and therefore no differences in persuasive effect, measured by brand attitude, across these three ad types. Implications for advertisers and for future research are discussed. © 2013 Elsevier Ltd. All rights reserved.
AB - Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence ("being there" in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of advertising by itself. This study compared the effectiveness of advergames played on a PC to normal 30-s TV commercials, and also to interactive commercials enhanced with advergames. The results show no differences in telepresence, and therefore no differences in persuasive effect, measured by brand attitude, across these three ad types. Implications for advertisers and for future research are discussed. © 2013 Elsevier Ltd. All rights reserved.
U2 - 10.1016/j.chb.2013.12.013
DO - 10.1016/j.chb.2013.12.013
M3 - Article
VL - 32
SP - 276
EP - 283
JO - Computers in Human Behavior
JF - Computers in Human Behavior
SN - 0747-5632
ER -
