Advertising in video games consider such advertisements to make up a category of their own. In-game advertising is similar to subtle advertising in films, where the advertising content is within the "world" of the movie. Thus billboards, storefronts, posters, apparel, vehicles, weapons, fliers, sponsored product placement, and the interplay between the player and these elements in the game allow for a great degree of virtual advertisement. Examples include billboards advertising for (and product placement of) Bawls energy drink in "", and billboards for Adidas sportswear in "FIFA International Soccer". The principal advantage of product placement in in-games advertising is visibility and notoriety. For advertisers
Advertising management feelings and beliefs about the brand being advertised. Pure affect models help to explain the consumer's emotional responses to advertising and brands. These models suggest that simple exposure is to a brand is sufficient to generate purchase intention. Exposure in the form of advertising messages leads to an attitude to the advertisement (A) which transfers to the attitude to the brand (A)without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites. In pure affect models, the path to communication effectiveness is