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ABSTRACT
Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racing game across two preliminary studies by asking respondents which brand they recalled directly after game-play and at a five month delay. Game players were readily abe to recall about 25 to 30 percent of brands in the short term and about 10 to 15 percent at a delay. Brands demonstrated recall superiority when they were a major prt of game-play or when they were local or new brands, atypical of brands found in games, or relevant to the consumer. When asked their attitudes towards product placements, players were generally positive, indicating that they did not consider the practice deceptive and that brands can enhance game -realism. Open-ended comments revealed that players' attitudes, however, depended upon the game genre and how and where the brand appeared.
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