crossmedia (CM)

Crossmedia is defined as the linking of different communication channels and advertising media in terms of content, creativity and form. The aim of cross-media is to increase the effectiveness of advertising. By promoting the same product or service in completely different visual ways, the advertising message reaches the target audience sometimes formally in text, sometimes creatively in graphics, or as a multimedia video sequence.

Cross-media can include all media: Print media with newspapers and magazines, radio and television, cinema and online advertising. The aim is to use different media techniques to achieve optimal advertising contact for both fleeting viewers and those who engage with the advertising message. In doing so, the reach and the depth effect are increased. Crossmedia can be used in different advertising channels in a targeted manner for the various promotion phases - attention phase, information phase, offer phase, etc. - to achieve the best possible advertising contact. - etc. The multiple contact generated by the different advertising media ensures greater penetration of the advertising message.

The cross-media technique is also used in cross-media publishing( CMP). In this technique, identical content from a database is prepared in such a way that it can be displayed as a PDF file, XML catalog, on compact discs, printed as a print medium, as an e-book or in HTML on web browsers.