Author Question: What is meant by the term Madison & Vine? Describe the source of this term and the nature of ... (Read 65 times)

nummyann · **on:** Jun 29, 2018

What is meant by the term Madison & Vine? Describe the source of this term and the nature of this phenomenon in the world of advertising.

Question 2

In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.

According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in
1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans It floats
and 99-44/100 percent pure.. If an advertisement for Ivory soap was reflective of the style of ads during the period known as the
P.T. Barnum Era, it would:
a. consist of exaggerated claims.
b. have extensive photography.
c. reflect conservative values.
d. use very limited copy.

parshano · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Madison & Vine is a term coined by Scott Donaton at Advertising Age. It is a recognized, full-fledged attempt to merge media in the form of branded entertainment on television, in games, in retail settings called brandscapes, on mobile phonesall across the board. The concept is also referred to as branded entertainment and emerged long ago, with simple product placements in movies, radio, and then television shows.

The basis for the idea was that traditional advertising was no longer cost effective and that the cost of making and promoting films and music was also out of control. For clients seeking branded entertainment opportunities, there typically are three primary approaches.
The most straightforward and least expensive is product placement. A more sophisticated approach involves storyline integration, such as putting a UPS delivery truck in an EA Sports NASCAR game. Original content, as when BMW produced short online film clips featuring their vehicles, is the most expensive, but potentially most compelling, form of branded entertainment.

Answer to Question 2

a