초록

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Abstract ▼ AI-Helper

The purpose of this study was to investigate advertising effects of online game PPL which takes great attentions in the growth of the game advertising market. this study measured how three independent variables as types of game PPL including clearness(on-set placement vs. creative placement), positi...

The purpose of this study was to investigate advertising effects of online game PPL which takes great attentions in the growth of the game advertising market. this study measured how three independent variables as types of game PPL including clearness(on-set placement vs. creative placement), position of placement(floor placement vs. front-center-placement), brand familiarity(familiar product vs. unfamiliar product) influence dependent variables of advertising memory(recall and recognition). The results of this study were as follow. First, clearness of PPL and brand familiarity influence advertising memory. In other words, on-set placement of PPL showed high advertising recall and recognition than creative placement of PPL, familiar brand placement showed high advertising recall and recognition than did unfamiliar brand placement. However, placement position did not influence advertising memory. The findings of this study showed that to maximize the memory in the types of game PPL, practitioners should make PPL be clear and enhance brand familiarity by using well-known symbols rather than product names or shapes.

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