Synergy

Synergy is another of the concepts you should get to know.

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Definition:

Synergy is the process by which a media institution tries to use its various products to sell one another (e.g. film and soundtrack and video game). For example, the Spider-Man films had toys of webshooters and figures of the characters made as well as posters and games, these products can help advertise the film itself and thus help to increase the films sales.

http://www.answers.com/topic/synergy

Links to related articles/journals:

Media synergy: The next frontier in a multimedia marketplace
http://www.theidm.com/download/pdf/papers_Media_synergy.pdf

This is an journal that goes into more depth than you will probably need or want to read, but nevertheless has some interesting information that relates to media synergy and the way that audiences consume various types of media simultaneously.

Case Study: A cross-media campaign for Five
http://66.102.9.104/search?q=cache:FzY0g_6KYb8J:uk.download.yahoo.com/ads/fu/casestudyfive170706.pdf+media+synergy+filetype:pdf&hl=en&ct=clnk&cd=4&gl=uk

Click on the link, - then choose to download the .pdf file (at the top of the page)

P&G signs historic ad deal
http://news.bbc.co.uk/1/hi/business/1363206.stm