"Synergy is a vital process in the successful marketing of media products to audiences" To what extent do you agree?

Introduction

- Synergy is the interaction or cooperation of two or more organisations, substances or other agents to produce a combined effect greater than the sum of their separate effects
- synergy works when different elements of a company promote each other
- Merchandising - not synergy as it is not two media companies working together
- Tie ins - items seen in the film.
- Cross media convergence - the same as synergy but only with media products

Conglomerate case studies

- Disney - Frozen
- Toys, books with different storyline, board games, video games, bedding, dress up, makeup, CD etc
- conglomerates like disney can use synergy as they own a lot of different companies - subsideries


- MGM - Skyfall
- OPI  makeup with characters in advert
- 007 fragrance
- Coke
- Heineken - tie in
- 007 legends - xbox game
- Omega watches - Daniel Craig in ad
- Adele's song released celebrating 50 years since the first James bond film - advertised on James bond website.


Independent case study

- Ill Manors
- Film with the same title released around the same time as Plan B's album
- Album promoted on ill manors film website
- Ill manors shirts, playing cards
- Made 4x its budget

 Conclusion/comparison

- Big companies can use synergy more successfully
- Independent companies can still use it, but not as well