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Cross-Media Promotion

Jonathan Hardy

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.


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ABC, 107, 111, 239 acquisitions, 12 See also concentration; conglomeration activism, media, 275 See also reform Adelstein, Jonathan, 244, 259 Adorno, T., 50 advertainment, 4 The Advertiser, 235 advertisers control by, 235 influence of, 20–21 influence of on editorial, 27, 96, 99 (See also editorial) power of, 27, 30 relation with media, 20–21 See also advertising advertiser syndication, 27 advertising Advertising Standards Authority (ASA), 124, 129, 167–68 in CMP, 5 Committee of Advertising Practice, 167 and deregulation, 21 erosion of boundaries between editorial and (See editorial) ITV’s dependence on, 193–94 programmes as, 244 regulation of and consumer welfare, 270–71 regulation of by EU, 247–53 regulation of in broadcasting, 26–27 regulation of in UK, 167–69, 201–2, 245 separation of editorial from (See editorial) on television, crisis in, 238 See also advertisers; product placement; prop placement advertising, intrafirm, 79 Advertising Age, 236, 237 advertising avoidance, 238, 252 advertising magazines, 245 Advertising Standards Authority (ASA), 124, 129, 167–68 advertorials, regulation of, 168 Aitman, D., 185 Alger, Dean, 16, 53 Allen, G., 71 Amazing Race, 110 American Idol, 235, 246 Andersen, R., 39, 51, 234 Annan, Lord, 192 Annan Committee, 192–93 AOL, 75, 78, 81, 82, 86 AOL-Time Warner, 12–13, 75–77 See also Time Warner The Apprentice, 236–37 AT&T, 24 Audiovisual Media Services Directive, 247–48, 249, 251, 259 Auletta, K., 14, 98 autonomy of journalists, 153, 271–72, 287 (See also editorial; newspapers) CROSS-MEDIA PROMOTION 320 licensed, 153...

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