References
ALBA, J.W. y HUTCHINSON, J.W. (1987): “Dimensions of Consumer Expertise”, Journal of Consumer Research, Vol. 13, No. 4, pp. 411-454.
ANDERSON, C.A. y BUSHMAN, B.J. (2001): “Effects of Violent Video Games on Aggressive Behavior, Aggressive Cognition, Aggressive Affect, Physiological Arousal, and Prosocial Behavior: A Meta-analytic Review of the Scientific Literature”, Psychological Science, Vol. 12, No. 5, pp. 353-359.
BALASUBRAMANIAN, S.K. (1994): “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues”, Journal of Advertising, Vol. 23, No. 4, pp. 29-46.
BHATTACHARYA, C. y SEN, S. (2003): “Consumer-Company Identification: A Framework for Understaning Consumers’ Relationships with Companies”, Journal of Marketing, Vol. 67, No. 2, pp.76-88.
CHEN, J. y RINGEL, M. (2001): “Can Advergaming be the Future of Interactive Advertising?”, http://www.locz.com.br/loczgames/advergames.pdf.
DAHL, S.; EAGLE, L. y BÁEZ, C. (2006): “Analysing Advergames: Active Diversions or Actually Deception”, Middlesex University Business School, http://ssrn.com/abstract=907841.
DÍAZ-NOSTY, B. (2006): “Repensar la Comunicación: la Huella es el Mensaje”, en Tendencias ´06 - Medios de Comunicación, Fundación Telefónica, pp. 15-43.
DONATON, S. (2004): Madison & Vine: why the Entertainment and Advertising Industries Must Converge to Survive. McGraw-Hill, New York.
ELKIN, T. (2002): “Online Usage Patterns Hit New Milestone in January”, http://www.adage.com/news.cms?newsId=34157.
EMARKETER (2009): In-Game Ads Seek “Next Level” http://www.adweek.com/aw/content_display/news/nontraditional/e3iccea11f70440c0.
FATTAH, H. y PAUL, P. (2002): “Gaming Gets Serious,” American Demographics, Vol. 24, No. 5, pp. 38-44.
FILL, C. (2006): Marketing Communications, Prentice-Hall, Londres.
GLASS, Z. (2007): “The Effectiveness of Product Placement in Video Games”, Journal of Interactive Advertising, Vol. 8, No. 1, http://jiad.org/article96.
GREENWOOD, J. (2006): “Communication 2.0”, Contagious Magazine, pp. 40-45.
GRIMES, S.M. (2008): “Kids’ Ad Play: Regulating Children’s Advergames in the Converging Media Context, International Journal of Communications Law and Policy, Vol. 12, pp. 162-178.
GROVER, R.; LOWRY, T.; KHERMOUCH, G.; EDWARDS, C. y FOUST, D. (2004): “Can Mad Ave. Make Zap-Proof Ads? It’s Blurring The Lines Between Promotion and Programming As DVRs Gain Ground”, Business Week, núm. 3868, pp. 36-37.
GRUNDY, J. (2009): “Art History”, en IGDA (2008).
HERNÁNDEZ, M.D.; CHAPA, S.; MINOR, M.S.; MALDONADO, C. y BARRANZUELA, F. (2004): “Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents”, Journal of Interactive Advertising, Vol. 5, No. 1, http://jiad.org/vol5/no1/hernandez/index.htm.
HOMER, P.M. (2006): “Relationships Among Ad-Induced Affect, Beliefs, and Attitudes: Another Look”, Journal of Advertising, Vol. 35, No. 1, pp. 35-51.
IGDA (International Games Developers Association), (2005): Casual Games White Paper, http://www.igda.org/casual/IGDA_CasualGames_Whitepaper_2005.pdf.
IGDA (International Games Developers Association) (2008): Casual Games White Paper, http://www.igda.org/casual/IGDA_CasualGames_Whitepaper_2008.pdf.
KELLER, K. (1993): “Conceptualizing, Measuring and Managing Customer Based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22.
MALLINCKRODT, V. y MIZERSKI, D. (2007): “The Effects of Playing an Advergame on Young Children´s Perceptions, Preferences, and Requests”, Journal of Advertising, Vol. 36, No. 2, pp. 87-100.
MARÍN, L. y RUIZ, S. (2007): “La identificación del consumidor con la empresa: más allá del marketing de relaciones”, Universia Business Review, No. 13, pp. 62-75.
MARRIOTT, M. (2001): “Untangling the Online Gaming Web,” The New York Times, 5 de Julio, D1 (N) G1 (L).
MARTÍ, J. (2002): Publicidad y entretenimiento en la web: Estrategias, Formatos y Tipologías de Advertainment, Tesis Doctoral, Universidad Politécnica de Valencia.
MARTÍ, J. (2010): Marketing y videojuegos: product placement, in-game advertising y advergaming, ESIC.
MARTÍ, J. y MUÑOZ, p. (2008): Engagement Marketing, Pearson.
MARTORELL, C. (2009): “Y ahora pasamos a publicidad…si usted quiere. El advertainment como alternativa al modelo de comunicación basado en la interrupción”. Comunicación presentada en el Congreso Internacional Brandtrends. Universidad Cardenal Herrera – CEU, Valencia, Febrero 2009. http://www.uch.ceu.es/principal/congresos/brandtrends/documentos/comunicaciones_textos/cristina_martorell.pdf
MÉNDIZ, A. (2010): “Advergaming: Concepto, Tipología, Estrategias y Evolución histórica”, Revista Icono 14, No. 15, pp. 37-58.
MOORE, E.S. (2006): “It´s Child Play: Advergaming and the Online Marketing of Food to Children”, The Henry J. Kaiser Family Foundation, http://www.kff.org/entmedia/upload/It-s-Childs-Play-Advergaming-and-the-Online-Marketing-of-Food-to-Children-Bios.pdf.
NELSON, M.R. (2002): “Recall of Brand Placements in Computer/Video Games”, Journal of Advertising Research, Vol. 42, No. 2, pp. 80-92.
PETTY, R.E.; CACIOPPO, J.T. y SCHUMANN, D. (1983): “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research, Vol. 10, No. 2, pp. 135-146.
PINEDA, A. y RAMOS, M. (2009): “El advertainment como técnica de integración de la marca: un estudio de The Call y Mission Zero, de Pirellifilm”, Comunicación presentada en el congreso Internacional Brandtrends, Universidad Cardenal Herrera – CEU, Valencia, Febrero 2009. http://www.uch.ceu.es/principal/congresos/brandtrends/documentos/comunicaciones_textos/antonio_pineda.doc.
PQ MEDIA (2008): “Alternative Media Forecast: 2008-2012”, http://www.pqmedia.com/aboutpress-20080326-amf2008.html.
PQ MEDIA (2010): Global Branded Entertainment Marketing Forecast 2010-2014.
RUSSELL, C.A. (2002): “Investigating the Effectiveness of Product Placements in Televisión Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude”, Journal of Consumer Research, Vol. 29, No. 3, pp. 306-318.
RUSSELL, C. A. (2007): Advertainment: Fusing Advertising and Entertainment, www.bus.umich.edu/.../Advertainment_teaching_materials.pdf.
SELVA, D. (2009): “El videojuego como herramienta de comunicación publicitaria: una aproximación al concepto de advergaming”, Comunicación, No. 7, Vol.1, pp. 141-166.
UEM (Universidad Europea de Madrid), (2006): “Mujeres y Videojuegos: Hábitos y Preferencias de las Videojugadoras”, http://www.uem.es/Web/cin/cin2/observatorio/EstudioMujeresyvideojuegos.PDF
WINKLER, T. y BUCKNER, K. (2006): “Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement”, Journal of Interactive Advertising, Vol. 7, núm. 1, http://www.jiad.org/vol7/no1/winkler/index.htm.
WISE, K.; BOLLS, P.D.; KIM, H., VENKATARAMAN, A. y MEYER, R. (2008): “Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevante”, Journal of Interactive Advertising, Vol. 9, No. 1, http://www.jiad.org/article107.
YANG, M.; ROSKOS-EWOLDSEN, D.R.;, DINU, L. y ARPAN, L.M. (2006): “The Effectiveness of ´in-game´ advertising: Comparing Collage Students´ Explicit and Implicit Memory for Brand Names”, Journal of Advertising, Vol. 35, No. 4, pp. 143-152.
YI, Y. (1990): “The Effects of Contextual Priming in Print Advertisements”, Journal of Consumer Research, Vol. 17, No. 2, pp. 215-222.
ZAJONC, R.B. (1980): “Feeling and Thinking: Preferences Need no Inferences,” American Psychologist, Vol. 35, pp. 151.