synergy

• synergy is when the interaction of two or more forces working together creates a greater effect than the sum of their individual efforts.
• media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media.
• synergy works when different elements within a media conglomerate promote(e.g. film studio, record label, video game division) create linked products (e.g. film, soundtrack, video games)
• each distinct element promotes the others and can also be through the form of each product placement.

Disney synergy
the film of 'high school musical' promotes the dvd, which promotes the soundtrack, which promotes the advent calendar, which promotes the doll, which promotes the sequel, which promotes the Disney store, which promotes the film ...