- Brand prominence in advergames: effects on children’s explicit and implicit memory
- Advances in Advertising Research
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
- Increasingly, advertisers use techniques that integrate persuasive messages into editorial content, resulting in blurred boundaries between advertising, entertainment, and information (Raney et al., 2003). Many of these techniques aim to reach children: Advergames, branded websites, and brand placements have invaded media targeted toward children (Calvert, 2008; Moore, 2004).
- go to publisher's site
- Proceedings title: Current insights and future trends
Place of publication: Wiesbaden
Editors: M. Eisend, T. Langner, S. Okazaki
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