Brand prominence in advergames: Effects on children's explicit and implicit memory

EA van Reijmersdal, E Rozendaal, Moniek Buijzen

Research output: Chapter/Conference proceedingChapterAcademic


Increasingly, advertisers use techniques that integrate persuasive messages into editorial content, resulting in blurred boundaries between advertising, entertainment, and information (Raney et al., 2003). Many of these techniques aim to reach children: Advergames, branded websites, and brand placements have invaded media targeted toward children (Calvert, 2008; Moore, 2004).
Original languageUndefined/Unknown
Title of host publicationAdvances in advertising research. Vol. 3: Current insights and future trends
EditorsM. Eisend, T. Langner, S. Okazaki
Place of PublicationWiesbaden
PublisherSpringer Gabler
Number of pages9
ISBN (Print)9783834942906
Publication statusPublished - 2012
Externally publishedYes

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