Advertising in computer games
Name
123290221-MIT.pdf
Description
Full printable version
Size
6.67 MB
Format
Adobe PDF
Checksum (MD5)
0a6865f4d945c6b4e8fc4daac9ea826c
Author(s)
Vedrashko, Ilya
Advisor(s)
William Uricchio.
Date Issued
2006
Publisher
Massachusetts Institute of Technology
Abstract
This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds.
Description
Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006.
Includes bibliographical references (leaves [67]-[74]).
Subjects
Comparative Media Studies.
MIT Department
Massachusetts Institute of Technology. Program in Comparative Media Studies/Writing
Terms of Use
M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.
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