Cross media marketing definition

This is secondary research from the Internet
http://en.wikipedia.org/wiki/Cross-media_marketing

Cross media marketing is a form of cross-promotion in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products.. The material can be communicated by any mass media such as e-mails, letters, web pages, or other recruiting sources. This method can be extremely successful for publishers because the marketing increases the ad’s profit from a single advertiser. Furthermore, this tactic generates a good liaison between the advertiser and the publisher, which also boosts the profits.


Typical "junk mail".One of the first steps to integrate cross media tactics effectively into a specific project is to evaluate and examine a customer’s preferences.

Scheduling – When should I contact the customer?
Rate – What is the correct time frame to leave between the delivery of my first, second and third message to the customer?
Pacing - How frequently should I check up on the customer?
Incidence – If a customer is not responding, how long should I continue to pursue the offer?

Cross media marketing programs are difficult to advertise; therefore, Damien Marchi, who was involved in the second season of Big Brother in France, created eight commandments to cross-media marketing success.

1.Give users access to exclusive content not seen on television. During a TV or movie production usually more material is shot than can be shown. Users like this unused content exclusively, for example on the Internet, through a club.
2.Interact with the show- Give the power to the audience. Involve the audience by having them vote, ask questions and by polling them
3.Make the show even more known. Use besides television the other media to keep the users in touch with the show.
4.Increases users’ loyalty. Loyalty of fans can be stimulated by a fan club and viral games.
5.Recreate the atmosphere. Levy the atmosphere of the TV show to another medium.
6.Continue the show on the web. Use the TV show to drive the other devices
7.Enhance the watching experience. Stimulate simultaneous use of media (browse the Internet when watching TV for example).
8.Use multiple devices. A multi-device system built around a TV show allows channel to increase the number of revenue streams.

One of the major problems with cross-media marketing is the creative development level. Getting one group to collectively use their creativity and communicate with the other areas of work is very difficult when one team is working on television, another is involved in designing the print creative, another is developing radio ads, and yet another is putting together the Internet program. Although the messaging elements are not very hard to compose, creating a campaign that is completely mutually dependent, with each branch of the project fulfilling their task, is quite impossible when the creative teams are split. Therefore, to achieve some sort of cohesion, teams must communicate and corporate with each branch.






By reading about cross media advertising i have a better idea of why i am producing 3 different products for one film. The three different products will help advertise the film to the target audience making it more likely to be a success when it is released. The promotion will be able to be seen over the Internet, outside and inside cinemas in magazines and on the television making it hard for people to miss. Before i produce my cross media marketing products i will have to find out my target audience and who my promotion will be aimed at.