Traditional advertisement world has been reacting to shifts in consumer behavior and untapped potential in gaming in order to gain attention. Therefore, this study examined effectiveness of brand placements positioned inside a game towards explicit and implicit memory. Our main study focused on evaluating three characteristics of brands placement: familiarity (high vs low), congruence (congruent vs incongruent) and repetition (high vs low). Experiment is used to gather data. Results reveal high familiar brand placements would engage both explicit and implicit memory. Furthermore, high familiar brands benefit from low repetition more compared high repetition. Low repetition engages implicit memory more compared to high repetition when brands are of low familiarity. And familiar brands elicit higher brand feeling when they are remembered using explicit memory compared to implicit memory.

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