광고게임의 현황과 특성에 관한 탐색적 연구

목차 (Table of Contents)

• 요약
• 1. 연구의 배경과 목적
• 2. 문헌 연구
• 1) 광고게임의 보급 (prevalence) 과 효과
• 2) 광고게임효과의 주요인들
• 3. 연구방법
• 1) 표본 선정
• 2) 분석유목
• 3) 분석 방법 및 코더 간 신뢰도
• 4. 연구 결과
• 1) 광고게임 소구 대상과 제품 유목
• 2) 광고게임 내 브랜드 삽입 양식
• 3) 게임-제품 연관성과 브랜드 삽입 형태
• 4) 광고게임 장르
• 5) 제품의 유형성 수준에 따른 광고게임특성: 제품과 서비스 비교
• 6) 광고게임의 바이럴 마케팅과 ‘게임 다시하기’
• 5. 논의
• 6. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

1 문영숙, "텔레비전 광고의 미세자막(fine Print)분석 연구" 한국광고학회 15 (15): 53-71, 2004

2 이은주, "온라인 게임 내 광고 (PPG)에 대한 효과 연구- 게임에 대한 몰입 및 브랜드 배치에 따른 -" 한국옥외광고학회 6 (6): 77-99, 2009

3 장동련, "브랜디드 엔터테인먼트로서 온라인 애드버게임(Advergame)의 효용성 연구" 한국기초조형학회 8 (8): 13-29, 2007

4 안순태, "광고게임(Advergame)의 설득의도에 대한 어린이의 이해와 광고게임에 관한 교육 프로그램의 효과" 한국광고학회 22 (22): 29-50, 2011

5 김효규, "게임내 간접광고(PPL)가 브랜드 회상과 인에 미치는 효과" 한국광고학회 20 (20): 205-219, 2009

6 Shapiro, S., "When an ad's influence is beyond our conscious control: perceptual and conceptual frequency effects caused by incidental ad exposure" 26 (26): 16-36, 1999

7 Reena, J., "Visa's virtual olympic challenge"

8 Phelps, J. E., "Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email" 44 (44): 333-348, 2004

9 Pempek, T. A., "Tipping the balance: Use of advergames to promote consumption of nutritious foods and beverages by low-income african american children" 163 (163): 633-637, 2009

10 Moore, E. S., "The online marketing of food to children: is it just fun and games?" 26 (26): 202-220, 2007

11 Nordhielm, C., "The influence of level of processing on advertising repetition effects" 29 (29): 371-382, 2002

12 Quilliam, E. T., "The impetus for (an limited power of) business self-regulation: The example of advergames" 45 (45): 224-247, 2011

13 Mallinckrodt, V., "The effects of playing an advergame on young children's perceptions, preferences, and requests" 36 (36): 87-100, 2007

14 Yang, M., "The effectiveness of ‘in-game’ advertising" 35 (35): 143-152, 2006

15 Chiu, H. -C., "The determinants of email receivers' disseminating behaviors on the Internet" 47 (47): 524-534, 2007

16 Hofmeister-Toth, A., "The content analysis of advergames in Hungary" 14 (14): 289-303, 2011

17 Stafford, M. R., "Tangibility in services advertising: An investigation of verbal versus visual cues" 25 (25): 13-28, 1996

18 Perreault, W. D., "Reliability of nominal data based on qualitative judgements" 26 (26): 135-148, 1989

19 Nelson, M. R., "Recall of brand placements in computer/video games" 42 (42): 80-92, 2002

20 Janiszewski, C., "Preattentive mere exposure effects" 20 (20): 376-392, 1993

21 Lee, M., "Playing with content analysis of food advergames" 43 (43): 129-154, 2009

22 "Nielsen Media Research"

23 Sung, Y., "New brand worlds: College student consumer attitudes toward brand placement in films, television shows, songs, and video games" 14 (14): 85-101, 2008

24 Lynch, J. G., "Memory and attentional factors in consumer choice: Concepts and research methods" 9 (9): 18-37, 1982

25 Lee, M., "Leading national advertisers' uses of advergames" 30 (30): 1-13, 2008

26 Subramani, M., "Knowledge-sharing and influence in online social networks via viral marketing" 46 (46): 300-307, 2003

27 Weber, K., "Internet food marketing strategies aimed at children and adolescents: A content of analysis of food and beverage brand web sites" 106 (106): 1463-1466, 2006

28 Adweek Media, "Game on! The action-packed world of videogame advertising"

29 Grigorovici, D. M., "Experiencing interactive advertising beyond rich media: impacts of ad type on brand effectiveness in 3D gaming immersive virtual environments" 5 (5): 31-53, 2004

30 Nelson, M. R., "Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game" 35 (35): 87-99, 2006

31 Wise, K., "Enjoyment of advergames and brand attitudes: The impact of thematic relevance" 9 (9): 27-36, 2008

32 van Reijmersdal, E. A., "Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames" 26 (26): 33-42, 2012

33 Lee, M., "Effects of product placement in online games on brand memory: a perspective of limited-capacity model of attention" 36 (36): 75-90, 2007

34 Dobele, A., "Controlled infection! Spreading the brand message through viral marketing" 48 (48): 143-149, 2005

35 Culp, J., "Characteristics of food industry web sites and "advergames" targeting children" 42 (42): 197-201, 2010

36 Chen, J., "Can advergaming be the future of interactive advertising?"

37 Dias, M., "Can advergames boost children's healthier eating habits? A comparison between healthy and non-healthy food" 10 (10): 152-160, 2011

38 Balasubramanian, S. K., "Audience response to product placements: An integrative framework and future research agenda" 35 (35): 115-141, 2006

39 Kahneman, D., "Attention and effort" Prentice Hall 1973

40 Cutler, B. D., "Analysis of print ad features: Services versus products" 62-69, 1993

41 Abernethy, A. M., "Advertising information: Services versus products" 68 (68): 398-419, 1992

42 Santos, E., "Advergames: overview" 1 (1): 203-208, 2007

43 Cauberghe, V., "Advergames: The impact of brand prominence and game repetition on brand responses" 39 (39): 5-18, 2010

44 Gross, M. L., "Advergames and the effects of game-product congruity" 26 (26): 1259-1265, 2010

45 Bang, H-K., "A comparison of services advertising strategies used in US and Korean magazine ads: A content analysis" 16 (16): 443-459, 2002

46 한국 콘텐츠 진흥원, "2011년 게임이용자 실태조사 보고서" 2011