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impossible to ignore.
Video game advertising is perhaps the fastest-growing alternative
media. It allows for
exposure to younger males, who tend to be the gamers and avoid
traditional media. As one
expert notes:
Advertisers have seen that young males, specifically 18-to-24-year-
olds, are increasingly turning their
backs on TV and multiplexes in favor of video games and the
Internet. Making the area [ads in video
games] even more attractive [is] a recent study from Nielsen and
game publisher Activision [which]
shows that gamers not only accept brands embedded into games but
can be persuaded to buy the
products if the integration is relevant and authentic. 21 As a result, the
Yankee Group estimates that while ad spending in some media is
growing in the
4 to 5 percent range (TV and magazines) and some is even shrinking
(newspapers), ad spending
in video games is growing by over 30 percent per year and is nearing
the $1billion mark.22 ILLUSTRATION 8-2 This ad uses stimulus
factors including color and interestingness to capture attention.
The ad in Illustration 8-2 is very likely to attract attention. What
factors determine and influence
attention? Perhaps you are in the market for a DVD player. Once in
the DVD aisle, you focus your
attention on the various brands to make a purchase. However, a loud
announcement briefly pulls your
attention away from the display. Later, you lose concentration and
begin focusing on nearby products
you hadn't noticed before. These products were available all the time
but were not processed until a
deliberate effort was made to do so. As this example demonstrates,
attention always occurs within the
context of a situation. The same individual may devote different
levels of attention to the same
stimulus in different situations. Attention is determined by these three