In-game advertising: effectiveness and consumer attitudes

Lee, M, Mulye, R and Stavros, C 2009, 'In-game advertising: effectiveness and consumer attitudes' in Nigel Pope; Kerri-Ann L. Kuhn; John J.H. Forster (ed.) Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, Information Science Publishing, Hershey, PA, USA, pp. 299-313.


Document type: Book Chapter
Collection: Book Chapters

Title In-game advertising: effectiveness and consumer attitudes
Author(s) Lee, M
Mulye, R
Stavros, C
Year 2009
Title of book Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies
Publisher Information Science Publishing
Place of publication Hershey, PA, USA
Editor(s) Nigel Pope; Kerri-Ann L. Kuhn; John J.H. Forster
Start page 299
End page 313
Subjects Marketing Communications
Summary Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies is the first book to provide an overview of the increasing level of digitization in sport including areas of gaming and athlete training. A cutting-edge reference source within its field, this book discusses sport consumers and the playing of computer games drawing from academicians and practitioners from varied disciplines and approaches.
Copyright notice Copyright IGI Global 2009
ISBN 9781605664064
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