Incorporating Advertising Strategy into Computer-Based Business Simulations: A Validation Study

Authors

  • Hugh M. Cannon
  • Laura C. McGowan
  • Sung-Joon Yoon

Abstract

A paper presented at the 1993 ABSEL national conference suggested a method for incorporating advertising creative strategy into a computer-based business simulation game. The paper presented an extensive literature review and developed considerable theoretical support for the proposed methodology. However, it provided no empirical evidence in support of the method’s validity. This paper reports a pilot study aimed at testing the method’s validity. The results fail to support the method, suggesting a number of problems that need to be addressed prior to implementing the method in an actual game environment.

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Published

2014-03-06