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Abstract

In-game advertising has become a major advertising tool in recent years. This study examined the participant’s subconscious memory retention and recall of brands and products advertised to them within ‘rewarded’ in-game advertisement for mobile games. The rewarded nature of the advertisement refers to the user directly benefiting in some way, when they actively choose to view it. The intention was to uncover whether this medium of advertisement was effective at increasing the brand awareness of the advertised brand or product (as well as comparing it to other mediums). The results indicated that the participants were indeed more inclined to view an advert for instant gratification (in the form of a reward); however, they were not necessarily able to recall what was being advertised.

Course: Digital Media - BSc (Hons) - C1515

Date Deposited: 2022-02-11

URI/permalink: https://library.port.ac.uk/dissert/dis13771.html