SYNERGY IS:...
“The combined marketing of products or commodities across different media and other products which are often owned by the same corporation, so that the total effect is greater than the sum of the different parts” – Branston & Stafford (2010)
“Interconnected marketing and distribution of media products across a range of platforms and sectors” – McDougall (2008)
“Creating a brand… requires an endless parade of brand extensions, continually renewed imagery for marketing, and most of all, fresh new spaces to disseminate the brand’s idea of itself” – Klein (No Logo 2009)
"The interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements" - Dictionary.reference.com
Star Wars
"The entertainment giant launched a Pixar clip where the characters personifying emotions in Inside Out react to the Star Wars trailer." This is synergistic as Disney is promoting inside out and Star Wars through one advert. This is used to advertise both films but mostly Star Wars due to the character of Inside out showing their emotions. This benefits both films as both are being promoted in the advert.
"LUCKY CHARMS ADIDAS. Pottery Barn. The force of strained Star Wars marketing tie-ins is strong with these brands. With these mi Star Wars Superstar 80s, Adidas wants your kids to pick from the Dark Side or the Light for their feet." This is used to promote adidas trainers and star wars the film which makes it synergistic.
A Field In England
Synergy is used in A Field In England by promoting Ben Wheatley's season
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