effectiveness of in-game advertisement in brand awareness · effectiveness of in-game advertisement...
TRANSCRIPT
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Final presentation
Effectiveness of In-game advertisement in brand awareness
Jamal Jackson and
Hareune Asfour, 01/2014
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Team 10
Agenda
The research question and hypothesis (Recap)
General results
The conceptual model (Recap)
Methodology
5
4
3
2
Hypotheses test results 6
Conclusion 7
Introduction 1
Research extension 8
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1 Team 10
Introduction
Previously...
We introduced the In-Game avertising domain
We explained the concepts of Brand awareness
Brand awareness=Brand Recall+Brand Recognition
Interresting facts:
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2 Team 10
The research question & Hypothesis (Recap)
The research question:
- How does In-Game advertimsement affect the brand
awarness of the advertised brand?
The hypothesis:
- H1: Game play generate higher In-Game advertismenet
awarness.
- H2: There is a positive correlation between the
Advertised brand and the Game type (Optional)
- H3: Game type affects the contribution of In-Game
advertising in Brand awarness (Optional)
- H4: In-Game advertsing contributes positively in brand
recall
- H5: In-Game advertsing contributes positively in brand
recognition
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3 Team 10
The Conceptual Model (Recap)
Game Play
(IV)
In-Game
advertising
(IVV)
Brand Awarness
(DV)
Brand
recognition (DV)
Brand Recall
(DV)
Legend
Variable
Construct
Advertised
brand (IV)
Game type
(MV)
H1
H2
H3
H4
H5
H1: Game play generate higher In-Game advertismenet awarness.
H2: There is a positive correlation between the Advertised brand and the
Game type (Optional)
H3: Game type affects the contribution of In-Game advertising in Brand
awarness (Optional)
H4: In-Game advertsing contributes positively in brand recall
H5: In-Game advertsing contributes positively in brand recognition
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4 Team 10
Methodology
Qualitative research:
Structured literature review
Case studies
Quantitative research:
Survery
Data analysis
Multivariate statistics
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5 Team 10
General results – Overview
Average daily time play: 1h 4m 25s
General average Brand recall: 3 brands
General average Brand recognition: 6 brands out of 13
Experimented average brand recall: 3 brands
Experimented average brand recognition: 4 brands out of 20
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6 Team 10
General results – Platform & Game type
Prefered platform: Prefered game type:
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7 Team 10
General results – Brand Awareness
Game Play: Infulence on product preference:
Advertissement awarness:
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8 Team 10
Hypotheses test results – H1
there is a negligible correlation between game play and in-Game
advertisement awareness (Pearson’s r =-.078; p = .427, one-
tailed).
P-value>0,05 (confidence interval of 95%) >> The null hypothesis
H0 (no positive correlation) is Rejected
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9 Team 10
Hypotheses test results – H2
there is a relatively positive correlation between in-Game
advertisement awareness and brand recall (Pearson’s r =.272; p
= .257, one-tailed).
P-value>0,05 (confidence interval of 95%) >> The null hypothesis
H0 (no positive correlation) is Rejected
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10 Team 10
Hypotheses test results – H3
there is a relatively positive correlation between in-Game
advertisement awareness and brand recognition (Pearson’s r
=.210; p = .309, one-tailed).
P-value>0,05 (confidence interval of 95%) >> The null hypothesis
H0 (no positive correlation) is Rejected
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11 Team 10
Conclusion
Results:
All hypotheses rejected
Major Disapointement
Can’t be generalized on a whole population
Facts:
Small Data sample
Innaccurate target group
Obvious brands
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12 Team 10
Research extension
Effect on attitude towards a new brand (message association, brand
preference)
What was the effect on attitude towards known brands. ( More or less
favourable)
Which brands generated the most attention and why
http://www.youtube.com/watch?v=oqL_ud5PiBM
Hypotheses the amount, complexity, or range of cognitive activity attracts
attention towards brand
Hypotheses the amount, complexity, or range of cognitive activity
generates higher brand recall
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