Practice Exam Question

Qu.: 'Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences'. To what extent do you agree with this statement in relation to your chosen media area?


Essay Plan

• In the film industry of the 21st century, cross-media convergence and synergy have become evermore important in terms of marketing to post-modern audiences. 

• Refer to case study (Quartet) and give examples of what forms of cross-media convergence and synergy have been used > in this case, YouTube adverts/trailers, TV adverts, Cinema trailers > did not come across as vital for this movie, as not all forms of media were taken advantage of
• However, movie was still reasonably successful, suggesting that cross-media convergence and synergy were not that important for their marketing
• This could be because the film was aimed at an older audience, who would not have access or may not be aware of the newer forms of technology available to them, so marketing through social networking, for example, would not have been essential

• Refer to another case study (I Give It A Year) and give  and give examples of what forms of cross-media convergence and synergy have been used 
• Movie was very successful suggesting that cross-media convergence and synergy were very important for their marketing
• This could be because the film was made by Working Title who have collaborated with Universal