Comments on: Studies on Game Advertising Effectiveness?

By: Kristi

Kristi — Tue, 13 Nov 2007 11:59:17 +0000

Maybe it might help if you look by target audience? I\’m doing research specifically on women gamers and I\’m trying to touch on advertising in games, for games, and licensed games as advertising (i.e., Harry Potter). I haven\’t found much outside of the corporate studies, but you might consider sociological or psychological research, again, if you have a target group in mind. And if you don\’t mind wading through a lot of studies on the game violence debate to find what you want.

By: Morgan Ramsay

Morgan Ramsay — Tue, 13 Nov 2007 04:01:47 +0000

Advertising is generally not cost-effective. Al Ries, formerly an ad man, wrote a good book on that subject aptly titled The Fall of Advertising and The Rise of PR. Strongly recommended.

By: Alec Austin

Alec Austin — Tue, 13 Nov 2007 03:36:02 +0000

I vaguely recall that I cited a research paper that went into this exact topic in my first white paper for C3. I know that I read one, even if I didn’t actually end up citing it, so there is at least a smattering of academic research on this topic out there.