Advanced Search
MyIDEAS: Login

Product placement in video games as a marketing strategy: an attempt to analysis in Disney company

Contents:

Author Info

  • Elena Pardo

    (Universitat de València)

  • Inés Küster Boluda

    (Universitat de València)

  • Torpong Suemanotham

    (Westminister University)

Registered author(s):

    Abstract

    Esta investigación de carácter cualitativo que se aproxima al método del caso intenta examinar la aplicación de la estrategia del product placement en el ámbito de los videojuegos a fin de identificar las diferencias en enfoques de product placement más clásicos y aquellos otros más centrado en la marca. Se ha escogido el estudio de Walt Disney, empleando tanto entrevistas con personal de la compañía, como dinámicas de grupo con usuarios de videojuegos de esta empresa. Los resultados indican que enfoques más recientes del product placement resultan más adecuados para destacar la notoriedad de la marca analizada. Adicionalmente, los consumidores opinan que este tipo de estrategia es menos intrusivo y más adecuado para el público de los niños. This qualitative case study research examined product placement strategies in video games to identify the differences in the effectiveness of traditional placement approaches compared to the branded entertainment approach, which involves the use of proprietary character in a video game. Although video gaming has increased in popularity in the past decade and uses product placement strategies, the effectiveness of the different strategies has not been previously examined. The research used a case study methodology examining the use of product placement strategies at Walt Disney with primary data obtained from interviews with Disney staffs from Disney Interactive Marketing Group and a focus group of consumers of Disney video game products. The results of the study indicated that the branded entertainment approach to product placement enhanced existing awareness of the branded character and the parent Disney brand. In addition, the consumers of the video game product perceived the branded entertainment approach as less intrusive than a traditional product placement in which a branded product was inserted into the video, audio or action content of the video game. The consumers also perceived the branded entertainment approach more suitable than traditional product placement for video games aimed at children.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2010-04.pdf
    File Function: Fisrt version / Primera version, 2010
    Download Restriction: no

    Bibliographic Info

    Paper provided by Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie) in its series Working Papers. Serie EC with number 2010-04.

    as in new window
    Length: 36 pages
    Date of creation: May 2010
    Date of revision:
    Publication status: Published by Ivie
    Handle: RePEc:ivi:wpasec:2010-04

    Contact details of provider:
    Postal: C/ Guardia Civil, 22, Esc 2a, 1o, E-46020 VALENCIA
    Phone: +34 96 319 00 50
    Fax: +34 96 319 00 55
    Email:
    Web page: http://www.ivie.es/
    More information through EDIRC

    Related research

    Keywords: product placement strategies; effectiveness; qualitative study estratategias de product placement; eficacia; estudio cualitativo;

    Find related papers by JEL classification:

    This paper has been announced in the following NEP Reports:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Maria Teresa Balaguer-Coll & Diego Prior & Emili Tortosa-Ausina, . "Devolution Dynamics of Spanish Local Government," Working Paper 201001, Department of Business Economics, Universitat Autonoma de Barcelona.
    2. Pilar Beneito López & Amparo Sanchis Llopis & María Engracia Rochina Barrachina, 2009. "The role of learning in innovation: in-house versus externally contracted R&D experience," Working Papers. Serie EC 2009-11, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    3. Francisco José Goerlich Gisbert & Rafael Pinilla Pallejà, 2009. "Esperanzas de vida libres de discapacidad por sexo y comunidad autónoma: 2004-2006," Working Papers. Serie EC 2009-13, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    4. Jacint Balaguer Coll & José C. Pernías, 2010. "Spatial density, average prices and price dispersion. Evidence from the Spanish hotel industry," Working Papers. Serie EC 2010-03, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    5. Francisco Requena & Guadalupe Serrano & Joan Martín Montaner, 2009. "The effects of immigration on the productive structure of Spanish regions," Working Papers. Serie EC 2009-01, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ivi:wpasec:2010-04. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Departamento de Edición).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.