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Cited by 269

The DOI matches its Crossref record; 35 of the 35 references it cites were found in a registry or an index.

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang, Moonhee, Roskos-Ewoldsen, David R., Dinu, Lucian, Arpan, Laura M.·2006·Journal of Advertising
DOI 10.2753/joa0091-3367350410
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Abstract

ABSTRACT: In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students ’ memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games. The expansion of the video and computer game industry has made advertisers aware of the potential of video and computer games as an advertising vehicle (Kelly 2003). The placement of brands in games is called “in-game advertising. ” It is reported that one game company alone—Electronic Arts Inc. (EA)—recorded $9 billion in annual sales, which is almost the equivalent of yearly box-office revenues for the movie industry in the United States (Young 2004). In addition to the sales of the games, the increasing numbers of game users make video and computer games an attractive format for

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Metadata

Authors
Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M.
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
2006-12
Volume
35
Issue
4
Pages
143-152
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.2753/joa0091-3367350410
OpenAlex
W1963794614
Cited by
269
References
35
FWCI
22.29
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names. https://app.cochat.ai/papers/10.2753/joa0091-3367350410
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Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names. Journal of Advertising. https://doi.org/10.2753/joa0091-3367350410

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.