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Author:
Waiguny, Martin K. J.
;
Nelson, Michelle R.
;
Terlutter, Ralf
Title:
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children.
Journal:
Journal of marketing communications
, 18/2012/1, S. 69-89.
Language:
english
Publication Year:
2012
Publication Type:
research report; periodical article
Descriptors:
electronic game
;
computer game
;
attitude
;
child
;
brand awareness
;
brand
;
media literacy
;
oral interview
;
primary school
;
student
;
student survey
;
game
;
advertising competence
;
advertising effect
;
advertising