[ecrea] cfs: Advergames, In-Game Advertising, and Social Media Games

*Call for Submissions ***

*Journal of Advertising *

*Special Issue *

*Advergames, In-Game Advertising, and Social Media Games*

* *

*Special Issue Editors *

Ralf Terlutter, University of Klagenfurt, Austria

Michael L. Capella, Villanova University, USA



Manuscripts are solicited for a special issue of the *Journal of Advertisin=
g
* devoted to the interplay of gaming and advertising in new media.  Authors
may submit empirical or theoretical papers, including literature reviews
that offer strong theoretical frameworks for research programs, content
analyses, surveys, and experiments.



Gaming in different kinds of new media has significantly increased over the
last several years and games have become an accepted advertising
vehicle.  In-game
advertising (IGA) is the inclusion of products or brands within a computer
or video game.  The main objective of such games is to deliver
entertainment and fun.  Specifically, video and computer games currently
available on the market, especially sports games, sell slots to advertisers
in a similar manner as product placement in movies.   Advergames, on the
other hand, are custom-made games designed especially to promote a
company=92s brand or products.  The goal of online advergames is to deliver=
 a
powerful message for the advertised brand and to achieve higher traffic on
branded websites.  Because the focus is usually on a sole brand and the
primary purpose is brand communication, it is distinct from in-game
advertising.   Additionally, social media games are created to be played
within existing major social networking websites such as Facebook.  These
types of games using social connections have dramatically increased
recently making them especially relevant to both academicians and
practitioners.  So there is abundant opportunity for theoretical
advancement (e.g., updating of existing theories and/or development of new
theories, etc.) regarding advertising in computer games.  Likewise, for
advertising practitioners an increased understanding of these advertising
formats would be beneficial as well. Thus, this special issue is devoted to
gaining a better understanding of this form of advertising in the different
types of computer games.  Research questions and topics that may be
addressed include but are not limited to:



   - Effectiveness of different types of computer games
   - Games for different target segments (adults, adolescents, children)
   - Entertainment and persuasion
   - Persuasion knowledge in online games
   - Public policy issues related to advertising in computer games
   - Integration/role of computer games in companies=92 communication mix
   - Different genres of computer games (sport, violence, strategy, =85) an=
d
   brand related outcomes
   - Positive and negative brand outcomes from computer games (e.g., Does
   violence in computer games harm brand attitude?)
   - Viral behavior and social media games
   - Need for entertainment/gaming engagement
   - Factors influencing brand related persuasive power of IGA, advergames
   and social media games (e.g. gaming experience, time, repetition, =85)
   - Behavior initiated by IGA and advergames
   - Reverse product placement of computer games
   - Brand community building via computer games
   - Brand related data mining in computer games
   - Regulatory issues for computer gaming and especially for advertising
   in computer games
   - Children and adolescents as specific target groups for IGA, advergames
   and social media games



Submissions should follow the manuscript format guidelines for the *Journal
of Advertising* found at http://advertising.utexas.edu/ja/author-guidelines

Manuscripts should be submitted electronically to
(jaeditor /at/ austin.utexas.edu) and
in the subject line type: Advergames, In-game Advertising and Social Media
Games.

*General Submission Requirements *

All submissions, reviewing, and notification regarding the special issue
will be conducted electronically.  Submission deadline: January 15, 2012.

* *

*Submission Information *

In the body of your email, please provide:

=B7      Title of Paper

=B7      Primary contact person=92s name, affiliation, mailing address, pho=
ne
number, fax number, and email address

=B7      Names of other co-authors/participants, and their affiliations,

=B7      Key Words: 3 to 5 key words that identify the topic and the method=
s
used in the research.

* *

*Electronic format for submission: *Your submission will be a word document
sent as an email attachment. All submissions should be scanned for viruses.



Make sure to save a copy of your submission information until notification
of the final decision. Please ensure that submissions do not have author
names on the title page.



*Acknowledgement of receipt: *The primary contact person will receive an
acknowledgement of receipt of your submission by email. If you do not
receive an acknowledgement email within a couple of days of submission, you
should send an email inquiring about the status of your submission to
Michael Capella or Ralf Terlutter.



Michael L. Capella

Department of Marketing

Villanova School of Business

Villanova University

800 E. Lancaster Ave.

Villanova, PA 19085

(michael.l.capella /at/ villanova.edu)

Ralf Terlutter

Professor of Marketing and International Management

University of Klagenfurt

Universitaetsstrasse 65-67
9020 Klagenfurt
Austria
(ralf.terlutter /at/ aau.at)



Because reviewing will be blind, authors should refrain from identifying
themselves or their affiliations in the body of the paper and in footnotes.
 Please note that it is the submitting author=92s responsibility to make su=
re
that the document does not contain any identifying information when saved
as a Word file.



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