The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames

作者：

Highlights：

• We compare advergames played on a PC to normal and interactive TV commercials.

• Results show that telepresence and involvement improve brand attitude.

• But there were no significant differences between the PC, TV, and iTV ad types.

• PC advergames are, therefore, viable replacements for TV commercials.

摘要

•We compare advergames played on a PC to normal and interactive TV commercials.•Results show that telepresence and involvement improve brand attitude.•But there were no significant differences between the PC, TV, and iTV ad types.•PC advergames are, therefore, viable replacements for TV commercials.

论文关键词：Advergames,Computer mediated communication (CMC),Advertising,Television,Online video,Telepresence

论文评审过程：Available online 11 January 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2013.12.013