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6 Cards in this Set

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  • Back

Madison & Vine Advertising

Term that represents the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging masses.

Three Tactics for M&V Advertising


Product Placement

Branded Entertainment

Sponsorship Keys to Success

Targeting: Does our product connect with the needs of the event's participants or viewer?

Measurement: Can we measure how often our brain is receiving exposure?

Relationship: Is the sponsorship extending brand loyalty for our existing customers?

Integration: Its called IMC for a reason

Product Placement Keys to Success


Connection to the entertainment / character

Branded Entertainment Success

BMW: The hire

Short films viewed over 100 million times in 4 years

BMW Sales grew 11% over the following 12 months

Key challenges for Product Placement and Brand Entertainment

Oversaturation: More eager marketers than appealing placements

Full disclosure to consumers

Conflict between marketers and entertainment professionals: "Have to speak their language"