Advergames vs TV commercials : customer engagement

Abstract

Purpose: This study compared the engagement of advergames versus the engagement of TV commercial as a promotional tool. Design: Quantitative surveys were used to gather the data for this research. A link was generated and participants were randomly assigned to one of the following treatments: 1) Advergame 2) TV commercial. The total number of participants involved in this study were 220 and were split evenly between the two groups. Findings: Results show that there was no difference in the engagement between the TV commercial and advergame. The difference in engagement of both advertising media was established through brand recall and brand attitude. Conclusions: Advergames can create a high level engagement whilst TV commercials can also create a high level of engagement. Moreover, individuals with prior gaming experience, showed a similar purchase intention as those individuals who do not have any no experience in gaming. Value: The findings of this study showcases that advergames are a new way of how advertising entities can promote their brand instead of using traditional advertising media.