Advertising in computer games
Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. === Includes bibliographical references (leaves [67]-[74]). === This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It com...
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ndltd-MIT-oai-dspace.mit.edu-1721.1-391442019-05-02T16:30:13Z Advertising in computer games Vedrashko, Ilya William Uricchio. Massachusetts Institute of Technology. Dept. of Comparative Media Studies. Massachusetts Institute of Technology. Dept. of Comparative Media Studies. Comparative Media Studies. Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. Includes bibliographical references (leaves [67]-[74]). This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds. by Ilya Vedrashko. S.M. 2007-10-19T20:22:49Z 2007-10-19T20:22:49Z 2006 2006 Thesis http://hdl.handle.net/1721.1/39144 123290221 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 66, [8] leaves application/pdf Massachusetts Institute of Technology |
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Comparative Media Studies. |
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Comparative Media Studies. Vedrashko, Ilya Advertising in computer games |
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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006. === Includes bibliographical references (leaves [67]-[74]). === This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds. === by Ilya Vedrashko. === S.M. |
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William Uricchio. |
author_facet |
William Uricchio. Vedrashko, Ilya |
author |
Vedrashko, Ilya |
author_sort |
Vedrashko, Ilya |
title |
Advertising in computer games |
title_short |
Advertising in computer games |
title_full |
Advertising in computer games |
title_fullStr |
Advertising in computer games |
title_full_unstemmed |
Advertising in computer games |
title_sort |
advertising in computer games |
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Massachusetts Institute of Technology |
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2007 |
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http://hdl.handle.net/1721.1/39144 |
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