Cross promotion
Cross-promotion is a special form of promotion in which at least two advertisers carry out communication measures together and convey a uniform message to a target group that is interesting for both or all. In this way, advertising costs can be shared, or a larger advertising volume can be realized and you benefit from the image of the other advertiser (s).
definition
The term cross-promotion is also used in the context of self-referential communication policy . It describes the use of advertising media and journalistic means to advertise a media product, whereby both are located under a media group umbrella or are linked to one another through cross-ownership . The advertising measures or journalistic contributions must be placed in different media channels.
An example would be that ProSieben advertises "series highlights" that Sat.1 broadcasts, but both belong to the same group ( ProSiebenSat.1 Media ).
Medium limits can also be exceeded in the cross-doctorate by z. B. Advertise radio programs for television channels. In any case, it is important that the two media channels involved belong to a group. If this is not the case, one could also speak of classic media advertising .
Situation in individual states
Austria
In Austria , cross-promotion is prohibited in order to protect the position of private radio providers against the public broadcaster ORF . The ORF had made intensive advertising for its own radio stations with its television program. This situation was seen as a competitive advantage as the private radio stations have no connection to television programs in order to be able to advertise in a similar way. This ultimately led to the ban on cross-promotion in Austria in 2002. Since then, only editorial notes without advertising character have been allowed in the program.
Germany
In comparison to Austria, there is no ban on cross-promotion in Germany .