| Abstract [eng] |
Achieving to attract contemporary consumers, organizations apply various regular and innovative marketing tools and methods. Product placement can be named as an innovative marketing tool. According to S. K. Balasubramanian (1994) product placement is a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program); and one of the most recent marketing channels for this tool is video games. One of the most salient advantages of videogames as a marketing channel is their interactivity (Lee, Faber, 2007; Jin, Park, 2009). Various methods of the usage of product placement in video games are provided and analyzed in scientific literature (Frith, Mueller, 2010; Lehu, 2007; Glass, 2007). However, there are several researchers stating that the usage of product placement in video games is not always beneficial for a company (Kuster et al., 2010; Barejee, 2009; Williams et al., 2011). Organizations achieving to avoid potential risks of the usage of product placement should assess the effectiveness of this tool. The effectiveness of product placement was analyzed by such scientists as M. Yang et al. (2006), P. Walsh et al. (2008). The lack of scientific research on the effectiveness of product placement in terms of three core consumer-related aspects (cognitive, affective, and conative), in particular time frame, determined the framework of this research. Therefore, the problem of the research comes out of the question: what is the level of effectiveness of product placement in basketball video games after a period of time? The object of the research is the effectiveness of product placement in video games; the aim of the research is to determine the level of the effectiveness of product placement in the video game “NBA 2K13”. [...]. |
