University of Twente Student Theses


Het meten van effectiviteit: In-game reclame versus Out-game reclame

Eppink, Ruud (2011) Het meten van effectiviteit: In-game reclame versus Out-game reclame.

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Abstract:This study compared the effectiveness of in-game advertising with out-game advertising in a free internet game. The game Mahjong with in-game advertising was compared to the game Mahjong without in-game advertising, but surrounded by banners. It was predicted that the effectiveness of the advertisements would be higher with in-game advertising due to the limited resource capacity model. A combination of the two situations was added for explorative research. The effectiveness is measured by recognition and free/cued recall tests. The participants were 83 secondary school students. As predicted in-game advertising was significantly more effective than out-game advertising. The third situation showed that in-game advertising will become more effective in combination with out-game advertising. For out-game advertising the results showed the contrary.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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