Research- Cross-media advertising

Cross media advertising means advertising through 'multi media' e.g publication, radio, Internet, television and mail (i.e newsletters.) Using cross media advertising is beneficial as artists can achieve more publicity and therefore more success and they target a wider audience e.g people who don't listen to the radio but watch TV. However cross media advertising is also negative as it can be expensive and isn't avliable to most unsigned artists. Me and my group will be using cross media advertising when we create a DigiPack- publishing, advertisement-publishing and music video- TV. We won't advertise using mail as this isn't as popular for our target audience and not many students read newspapers so we won't use this media either. The internet would be benefical as it would target our age range e.g youtube for are music video or facebook as this social networking site displays music advertisements.

Convergence- this means to combine two or more media technologies. I have used convergence when I used a video feature on a digital camera, uploaded my animatic onto youtube and took several photos on a phone. This helped my cross media advertising as I could combine different technologies to increase the effectiveness of the product. HMV are selling a Ministry of Sound workout DVD, this provides music and exercise together this is a good example of cross media advertising.Through my research I also found technological convergences are advancing too, for example you can now get a phone with the ability to call people and take videos and pictures,here is an image of the DVD below:


Here is an example of a band Iglu &Hartley that uses Cross-Media advertising:
They use ring tones as a way to listen to their music:

They also use Merchandise as another media advertising resource:


They use the Internet to publish all information and musical context on their myspace:http://www.myspace.com/igluandhartly, this is one of the most persuasive cross-media advertising.

Here is their music video a cross media advertisement:

iTunes are also used as a cross media advertisement where you can pay to download their songs. Here is another cross-media advertisement, their Digipack:


I think this is the strongest cross-media advertisement: It is a magazine advertisement of the band as the fonts really persuasive and the colour scheme is striking while the image is innovative.