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Many of these virtual worlds provide the potential medium for very rich and varied new and enhanced modes of advertising--all in one online channel. Such varied advertising experiences can be immersive or absorptive, active or passive. Potential modes of advertising include product placement of 3-D objects (such as brand-name clothing), billboards, radio, musical performances, movies and videos, advergames (typically mini-worlds or mini-games) and cross-promotional offers and activities. Little is known about the effectiveness of advertising in virtual worlds on purchasing intention towards a product. The purpose of this paper is to introduce the concept of advertising in virtual worlds and to create an agenda for future experimental research in this exceptionally new domain. As a result, we hope to encourage others to begin to further engage in research on this topic over the period from 2007-2014.<\/jats:p>","DOI":"10.1145\/1314234.1314244","type":"journal-article","created":{"date-parts":[[2007,11,15]],"date-time":"2007-11-15T14:26:02Z","timestamp":1195136762000},"page":"45-55","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":58,"title":["Virtual worlds as a medium for advertising"],"prefix":"10.1145","volume":"38","author":[{"given":"Stuart","family":"Barnes","sequence":"first","affiliation":[{"name":"University of East Anglia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2007,10,28]]},"reference":[{"key":"e_1_2_1_1_1","doi-asserted-by":"crossref","unstructured":"Castranova E. (2005). Synthetic Worlds: The Business and Culture of Online Games Chicago IL: University of Chicago Press. Castranova E. (2005). 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