Synergy notes

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  • Synergy simply means working together
  • Relates to marketing of a media product
  • Where different companies of a conglomerate work together to market or advertise a brand/product thus maximising exposure and profit
  • The aim is to create a consistent and recognisable image of the brand

example:

  • Horizontal integration
  • Black panther movie, book, comic, video game, Captain America film, animated series
  • Collaboration with other companies
  • Action figures
  • Car ad (Lexus, used in the film)

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