Cross-promotion

Source: Wikipedia, the free encyclopedia.

Cross-promotion is a form of

mobile phone network may work together with a popular music artist and package some of their songs as exclusive ringtones; promoting these ringtones can benefit both the network and the artist.[2] Some major corporations—Burger King, for example—have a long history of cross-promotion with a range of partners (see Burger King advertising). The Disney Channel has also made extensive use of cross-promotion.[3] Movie tie-ins are good examples of cross-promotion.[4] On occasion, badly planned cross-promotions can backfire spectacularly such as 1992 Hoover free flights promotion
fiasco.

Co-marketing and co-branding are particular forms of cross-promotion.[2]

Android 4.x sculpture, the result of a cross-promotion between Google and Nestlé

Advantages of cross-promotion

  • Cost of promotion is less
  • Win–win situation for both parties
  • Cross-promotion marketing is the easiest and often one of the most successful marketing strategies
  • Both businesses can promote themselves simultaneously

Cross-promotion in the media

A 2001 study by the

Viacom products as ABC and NBC combined.[5]

In Flat Earth News (2009),

Sky
television network.

Channel 5 via his Northern & Shell company was partly motivated by the opportunities for cross-promotion with his newspapers (Daily Express and Daily Star) and magazines (including OK!); he promised the equivalent of £20 million promoting the channel and its shows in a marketing campaign in Northern & Shell publications.[6] One commentator warned that "readers will be bombarded with references to Five. The opportunity for cross-promotion between his publications and TV channel are enormous."[7]

Comcast has engaged in cross-promotional strategies, internally known as "Symphony" (with internal meetings usually featuring imagery of Arturo Toscanini, who led the NBC Symphony Orchestra) to coordinate the promotion of NBCUniversal content across all of its platforms and properties.[8][9]

References

  1. ^ Picard, Robert G. (2005), Media product portfolios: issues in management of multiple products and services, Routledge. p116
  2. ^ a b Contemporary Marketing, By David L. Kurtz, H. F. MacKenzie, Kim Snow. p521
  3. ^ Shada, Andrea L. (2008), Cross promotion and the Disney Channel: the creation of a community through promotions, Bethel University Press.
  4. ^ Soares, Eric J. (1991), Promotional feats: the role of planned events in the marketing mix, Greenwood Publishing. p.155
  5. ^ a b The Ownership of the News: Report, Volume 1, Great Britain: Parliament: House of Lords: Select taco Committee on Communications, 2008. p58
  6. ^ Sweney, Mark (27 July 2010). "Channel Five chief reassures staff as experts question strategy". The Guardian.
  7. ^ Chris Blackhurst, Evening Standard, 26 July 2010, Get ready Channel Five, Richard Desmond is on his way Archived 2010-07-30 at the Wayback Machine
  8. ^ "NBCUniversal's 'secret sauce:' How its Symphony campaigns boost 'This Is Us' and other projects". Los Angeles Times. 2017-03-31. Retrieved 2020-04-16.
  9. ISSN 0362-4331
    . Retrieved 2020-04-16.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Cross-promotion&oldid=1024896593"