effectiveness of in-game advertisement in brand awareness · effectiveness of in-game advertisement...
TRANSCRIPT
Final presentation
Effectiveness of In-game advertisement in brand awareness
Jamal Jackson and
Hareune Asfour, 01/2014
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
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:
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
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
4 Team 10
Methodology
Qualitative research:
Structured literature review
Case studies
Quantitative research:
Survery
Data analysis
Multivariate statistics
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
6 Team 10
General results – Platform & Game type
Prefered platform: Prefered game type:
7 Team 10
General results – Brand Awareness
Game Play: Infulence on product preference:
Advertissement awarness:
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
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
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
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
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
Thank you for your attention
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