What is meant by the term Madison & Vine? Explain why this ...

[RODY.ELKHALIL]

What is meant by the term Madison & Vine? Explain why this convergence has occurred in the world of promotion.

Question 2

Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called Signature Hardwoods and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. A marketing manager at Wood Carver said in a manager's meeting, We have to get quick feedback on the overall quality and usefulness of these new ideas. We'll just have to let the focus group make the final judgment on these ads. Which research method is he considering?
 a. Survey
  b. Concept test
  c. Direct response measure
  d. Tracking study

[patma1981]

Answer to Question 1

The term Madison & Vine refers to the combination of two previously separate entities; advertising (located on Madison Avenue in New York), and entertainment (located at the intersection of Hollywood and Vine in Los Angeles). This convergence occurred due to several conditions present in the marketing world, the corporate culture, and the larger society. Advertisers are always searching for new ways to
reach consumers, and entertainment provided the perfect avenue. They found that they could sponsor events, connect their name to entertainment venues, and embed their products in TV and film productions. Meanwhile, consumers have been given an increasing number of options to be informed and entertained, always finding new ways to fill their leisure time. Where there was once only television, radio, newspapers, and magazines, there are now video games, mobile devices, cell phones, and almost unlimited possibilities on the Internet, including social networking sites. All of these now act as media vehicles for embedded branding and promotional messages, effectively combining advertising and entertainment in new ways.

Answer to Question 2

b

[RODY.ELKHALIL]

Thank you

[patma1981]

No problemo