Communicate toward teenagers by product placements: why and how use videogames ?

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

Marina Ferreira da Silva () and Pascale Ezan ()
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Marina Ferreira da Silva: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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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.

Keywords: Young culture; Consumption experience; Videogames; Product placement; Teenagers; Culture jeune; Expérience de consommation; Jeux vidéo; Placement de produits; Adolescents (search for similar items in EconPapers)
Date: 2015-03-27
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Published in 1ère Journée de Recherche en Marketing du Grand Est, Université de Bourgogne, Mar 2015, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02074984

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