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The Effect of Flow on Implicit Memory of In-Game Brand Placements

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Advances in Advertising Research (Vol. III)

Part of the book series: European Advertising Academy ((EAA))

Abstract

The sharp increase in exposure to traditional advertising, its declining effectiveness (Jaffe, 2005), along with technological innovations such as the DVR, have forced professionals to shift their focus to alternative forms of advertising (Bernoff, 2007; Voorhoof, 2007). On a quest to successfully capture the ever more elusive attention of the consumer, advertisers have began to rely on more subtle advertising strategies such as product placement in entertainment media. Product placement is most commonly defined as the ‘paid inclusion of branded products or brand identifiers, through audio and/or visual means, within mass media programming’ (Karrh, 1998: 33).

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Author information

Authors and Affiliations

  1. Ghent University, Belgium

    Snezhanka Kazakova

  2. Ghent University, Belgium

    Verolien Cauberghe

  3. Ghent University, Belgium

    Dieter Thijs

Authors
  1. Snezhanka Kazakova
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  2. Verolien Cauberghe
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  3. Dieter Thijs
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Editor information

Editors and Affiliations

  1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  2. Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  3. Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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Kazakova, S., Cauberghe, V., Thijs, D. (2012). The Effect of Flow on Implicit Memory of In-Game Brand Placements. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_19

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