Brand Recall and Recognition: A Comparison of Television and Sport Video Games as Presentation Modes, pp. 201-208

Patrick Walsh
Yongjae Kim
Stephen D. Ross

In today’s cluttered marketplace it is essential that corporations seek new and innovative ways to reach their target audience. Sport video games represent an emerging media forum for brand management as corporations are now engaging in brand placement within sport video games in an attempt to reach consumers in a non-traditional way. Despite the growth of this practice little research has been conducted to determine its effectiveness, particularly as it compares to placement within more traditional mediums. As such, the purpose of this study is to compare the recall and recognition rates for brands appearing in a sport video game and brands appearing in a televised sport contest. The results have important implications for corporate marketers and indicate that recall for brands that appeared in a televised NASCAR race were higher than those in a NASCAR themed video game; however, recognition rates were not statistically significant.