Volume 5, Number 1, Fall 2004

 Special Issue on Gaming and its Relationship with Advertising, Marketing and Communication

Note From Guest Editor

Terry Daugherty

Advertainment or Adcreep? Game Players’ Attitudes toward Advertising and Product Placements in Computer Games

Michelle R. Nelson, Heejo Keum and Ronald A. Yaros

Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments

Dan Grigorovici and Corina Constantin

The Effect of Billboards within the Gaming Environment

Isabella M. Chaney, Ku-Ho Lin, and James Chaney

Motivations to Regulate Online Gambling and Violent Game Sites: An Account of the Third-Person Effect

Fang Wan and Seounmi Youn

The Value of Relationship Strength in Segmenting Casino Patrons: An Exploratory Investigation

Joanna Phillips, Mavis Tandoh, Stephanie Noble, Victoria Bush

Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents

Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado and Fernando Barranzuela