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Synergy in media promotion: a useful strategy or an optimistic decoy?

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CSW COLLEGE

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documents in English
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3 pages
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The tendency towards synergy in media promotion, started in earnest in the 1980s, has only grown since then. With the wide variety of possible media in existence, news and entertainment alike are struggling to use all of these different tools to their advantage. Film, television, print, music, the Internet, and cell phones are all seen as different outlets for content and different opportunities for marketing, and media companies believe they have to hit each of these media - in all their various forms and subgroups - in order to be successful. However, not everybody agrees with this strategy, or even with the idea that these new media outlets must revolutionize media culture.

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