Mobile Advertising Effect In Mobile Phone Games

The objective of this study was to develop and test models of mobileadvertisement in mobile phone games design which would maximize advertisementmemory and advertisement attitude. Past research has documented the impacts ofinformation presentation format in Internet and wireless Internet advertising. Basedon this, a three-dimensional conceptual model was proposed which represents theunderpinning cognitive attributes which should be embedded in advertisement. Themodel consists of advertisement type, haptic model and appearing time.One experiment has been conducted to test the model. The experiment with 72Chinese participators was conducted in Beijing. The independent variables of theexperiment were advertisement type (banner, static watermark and animatedwatermark), haptic mode (with vibration and without vibration) and appearing time(within mobile game and after mobile game). The dependent variables were adrecall, ad recognition, purchase desire, ad attitude and medium attitude.The main results of the experiment indicated the followings:Ad recall of mobile advertisement within mobile phone game was 300% higherthan after mobile phone game. Ad recognition of mobile advertisement within mobilephone game was 360% higher than after mobile phone game. Purchase desire ofmobile advertisement within mobile phone game was 14% higher than after mobilephone game. Ad attitude of mobile advertisement within mobile phone game was11% higher than out of mobile phone game.For mobile advertisement within mobile phone game, ad recall of banner was57% higher than of animated watermark and ad recognition of banner was 49%higher than of animated watermark. For mobile advertisement within mobile phonegame, ad recall of static watermark was 28% higher than of animated watermark andad recognition of static watermark was 24% higher than of animated watermark.Medium attitude of animated watermark was 20% higher than of staticwatermark. Medium attitude of animated watermark was 21% higher than of banner.No significance was found in ad recall, ad recognition, purchase desire and adattitude between mobile advertisement with vibration and without vibration, in whichthe vibration had no relationship with the content of the advertisement.This research demonstrates the importance of embedding cognitive awarenesswithin the design of mobile advertisement for mobile advertising in Java games toenhance advertising effect.