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Findings revealed that because of the simple exposure to brand names during video game playing, greater implicit memory performance was found for those who played a video game with brand name placements.
The ongoing interest in Web advertising and other types of new media advertising among academic scholars and practitioners, I believe, warrants greater importance of preattentive processing. Given that consumers become savvy about advertising and they are exposed to the advertisements without cognitive effort in many cases, more research attention should be paid to what is the nature of preattentive (or unconscious) processing of advertising and how it affects consumers’ responses.
I hope that marketing and advertising researchers will find this study helpful in their own investigations of Web advertising and other types of new media advertising. Consistent with Cambria Press publishing policies, this work has complete documentation and methodology so that future scholars can replicate and build upon this work. I also provide an Executive Summary for practitioners who wish to have a quick overview of this research and its findings. I would like to thank The American Academy of Advertising for funding this research through an excellent fellowship program.