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6 Cards in this Set
- Front
- Back
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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. |
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Three Tactics for M&V Advertising |
Sponsorship Product Placement Branded Entertainment |
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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 |
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Product Placement Keys to Success |
Authenticity Connection to the entertainment / character |
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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 |
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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" |
