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Communiquer auprès des adolescents par le placement de produits : pourquoi et comment mobiliser les jeux vidéo ?

Abstract : Informed and rational consumers, experts in marketing, teenagers represents a particular target which brings announcers to review their communication strategies. Among the favorite methods to communicate with them, product placement has an important position. The aim of this research is to understand the opportunities offered by videogame as product placement medium to communicate toward teenagers, taking experience consumption as frame of analysis. Finally, it reveals that videogames are a part of young culture, and can be used by announcers to feed a strong and lasting emotional link with thi target to increase their sympathy and arouse preferences toward their brands.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02074984
Contributor : Sabrina Mommolin <>
Submitted on : Thursday, March 21, 2019 - 10:00:55 AM
Last modification on : Friday, March 22, 2019 - 3:31:48 PM

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  • HAL Id : hal-02074984, version 1

Citation

Marina Ferreira da Silva, Pascale Ezan. Communiquer auprès des adolescents par le placement de produits : pourquoi et comment mobiliser les jeux vidéo ?. 1ère Journée de Recherche en Marketing du Grand Est, Université de Bourgogne, Mar 2015, Dijon, France. ⟨hal-02074984⟩

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