Soft-GiveAway

Software as Promotional Material

The Bochum Institute for Applied Communications Research (BIFAK) in Germany has recently studied the use of games in advertising.

The results show that software as an advertising medium has outperformed other types of advertising on the Internet, as well as traditional media such as television, in terms of customer acceptance.

While nine of ten consumers say they find TV advertisments annoying, half the consumers interviewed had a positive attitude toward advertising through software.

The most conclusive proof of the effectiveness of this kind of advertising is the data regarding retention of the advertising message. Although four out of five persons interviewed predicted that they would forget the ad, it turned out that up to 80% of them could recall it later.

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