Research - Cross-Media Advertising

The definition of Cross-Media Advertising is using several different types of media to advertise one product in different formats.

Using multiple types of media while advertising a product helps to widen the exposure range to the target audience. For example, carphone warehouse advertises through the television and the radio at the same time to maximise the coverage of their advertising campaign.

Lucozade use the sponsorship that they have with the reality show Big Brother in conjunction with adverts on television in order to fully advertise their products across the market. Lucozade use the popularity of their sponsored show to fully advertise their product by attempting it make it appeal to the shows audience. They also use Television adverts to advertise their product on all channels so that they can use the popularity of Big Brother for their sponsorship sequences and they can use the television adverts for the viewers that don't watch Big Brother.

Anonymous 'Definition of Cross-Media Advertising' In: PC Mag Encyclopedia (http://www.pcmag.com/encyclopedia_term/0,2542,t=cross+media&i=40493,00.asp) Accessed on: 15th January 2010.

Thinkbox 'Lucozade Sponsorship Sequences' In: Thinkbox TV Sponsorship Gallery (http://www.thinkbox.tv/server/show/nav.1168) Accessed on: 22nd January 2010.