Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy

By Susan B. Kretchmer. 2004

93 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Gender Studies, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6c127938050dac5c0598d01d46f275b44b4c8786

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. Ralf Terlutter
2. Martin Waiguny
3. Michelle R. Nelson

In Gender Studies

1. Ralf Terlutter
2. Martin Waiguny
3. Michelle R. Nelson

In Sociology and Political Science

1. Ralf Terlutter
2. Michelle R. Nelson
3. Martin Waiguny
4. Bernhard Marko
5. Chingching Chang

Citations in the corpus

• How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over (2013, background): “Advergames are digital games specifically designed to promote a brand, service, or product through entertainment (Kretchmer 2004); in this way, they most closely resemble a traditional advertisement.”
• Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children (2012, background): “2007); thus, two key elements are important: the brand and entertainment quality of the game (Kretchmer 2004).”
• The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence (2014, background): “Given the worldwide issue related to childhood obesity and the blurring lines between advertising and entertainment in advergames (Grossman 2005; Hudson and Hudson 2006; Kretchmer 2004), critics and regulators have placed increased attention on the use of advergaming to promote unhealthy food produc”