IAMCR - International Association for Media and Communication Research

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; 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.

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