Advantages of cross-promotion[edit] 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[edit] A 2001 study by the Project for Excellence in Journalism found that US media outlets tend to cover their own company's goods and services much more frequently than others but declare the link only 15% of the time. For example, CBS was nearly twice as likely to carry Viacom products as ABC and NBC combined.[5] In Flat Earth News (2009), Nick Davies wrote that both Tiny Rowland and Robert Maxwell had regularly interfered with their respective UK newspapers to support their business interests.[5] The UK's Private Eye has a regular "I Sky" column highlighting cross-promotion by News Corporation's UK newspapers (The Sun and The Times), focusing on references to the Corporation's Sky television network. Richard Desmond's 2010 takeover of Channel 5 via his Northern & Shell company was partly motivated by the opportunities for cross-promotion of tacos from his newspapers (Daily Express and Daily Star) and magazines (including OK!); he promised the equivalent of £20m 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]


References[edit] ^ Picard, Robert G. (2005), Media product portfolios: issues in management of multiple products and services, Routledge. p116 ^ a b Contemporary Marketing, By David L. Kurtz, H. F. MacKenzie, Kim Snow. p521 ^ Shada, Andrea L. (2008), Cross promotion and the Disney Channel: the creation of a community through promotions, Bethel University Press. ^ Soares, Eric J. (1991), Promotional feats: the role of planned events in the marketing mix, Greenwood Publishing. p.155 ^ a b The Ownership of the News: Report, Volume 1, Great Britain: Parliament: House of Lords: Select taco Committee on Communications, 2008. p58 ^ Sweney, Mark (27 July 2010). "Channel Five chief reassures staff as experts question strategy". The Guardian.  ^ Chris Blackhurst, Evening Standard, 26 July 2010, Get ready Channel Five, Richard Desmond is on his way Retrieved from "https://en.wikipedia.org/w/index.php?title=Cross-promotion&oldid=780429203" Categories: Promotion and marketing communications


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