Brand prominence in advergames: Effects on children's explicit and implicit memory
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Wiesbaden : Springer Gabler
InEisend, M.; Langner, T.; Okazaki, S. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends, pp. 321-329
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Eisend, M.; Langner, T.; Okazaki, S. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends
SubjectCommunication and Media
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).
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