Cross-promotion

Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand; for example, Oprah Winfrey's promotion on her television show of her books, magazines and website.[1] Cross-promotion may involve two or more companies working together in promoting a service or product, in a way that benefits both. For example, a mobile phone network may work together with a popular music artist and package some of their songs as exclusive ringtones; promoting these ringtones can benefit both the network and the artist.[2] Some major corporations—Burger King, for example—have a long history of cross-promotion with a range of partners (see Burger King advertising). The Disney Channel has also made extensive use of cross-promotion.[3] Movie tie-ins are good examples of cross-promotion.[4] On occasion, badly planned cross-promotions can backfire spectacularly such as 1992 Hoover free flights promotion fiasco.

Co-marketing and co-branding are particular forms of cross-promotion.[2]

Android 4.x sculpture, the result of a cross-promotion between Google and Nestlé
  1. ^ Picard, Robert G. (2005), Media product portfolios: issues in management of multiple products and services, Routledge. p116
  2. ^ a b Contemporary Marketing, By David L. Kurtz, H. F. MacKenzie, Kim Snow. p521
  3. ^ Shada, Andrea L. (2008), Cross promotion and the Disney Channel: the creation of a community through promotions, Bethel University Press.
  4. ^ Soares, Eric J. (1991), Promotional feats: the role of planned events in the marketing mix, Greenwood Publishing. p.155