Abstract

ORTEGA-RUIZ, César A  and  VELANDIA-MORALES, Andrea. Influence of Advergaming and Advertising on Brand Recall and Recognition. rev.latinoam.psicol. [online]. 2011, vol.43, n.3, pp.511-520. ISSN 0120-0534.

This study identifies differences produced on the level of a brand recall and recognition according to the kind of advertisement used, whether it is through video games advertising (Advergaming) or through Advertising on TV (Advertising). Participants were 76 university students aged between 18 and 24 years, who study engineering, administration and economics programs; they live in Bogota, particularly on socio-economic levels: three, four and five. For the experimental stage, participants were divided into two groups which were exposed to the same brand, changing the way of Advertising. Thus, a group was exposed to video game advertising (Advergaming) and the other to a TV show where the brand appeared. Measurements for explicit and implicit memory were carried out through ad hoc instruments, which measured levels of brand recall and recognition after the exposure to a video game or TV program. The study revealed statistically significant differences in recall and recognition levels according the advertising way, as a matter of fact, there is a higher level of brand recall and recognition when using video games than when it is done through a TV program.

Keywords : Advergaming; Advertising; Videogames; Consumer Psychology; brand; Product Placement.

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