James R. Coyle

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When websites are constructed to appeal to various cultures, designers must ensure that those sites are easily navigated by members of those various cultures. The integration of design features into company-sponsored websites may differ between cultures with different communicative predispositions. This content analysis examines collectivist and(More)
In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and(More)
The continued interest in advertising and entertainment brings about important questions about the effectiveness of advertising when it is competing for attention with entertainment content. This research provides the results of an efficacy analysis of in-game advertising within the controlled environment of a race game, an environment in which advertising(More)
The effects of embedding advertising in digital games has been explored in only a few controlled studies. This research provides results of an efficacy analysis of in-game advertising within the controlled environment of a racing car game, an environment in which advertising blends in naturally. The experiment was designed to understand the effectiveness of(More)
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