Now here's something I only recently came across, while looking for something completely different (doh). The effectiveness of product placement in video games, from the Journal of Interactive Advertising. It's basically a study meant to determine the effect of product placement on brand attitudes. Note that it starts from the idea that players should, in the short run, view a brand more favorably after seeing it in a game, which is somewhat questionable.
Pros: well documented procedures
Cons: very hermetic approach, no conclusive evidence in the long run.
data // in-game advertising // product placement // research
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