The Model Of Cross-Media Cooperation During The Media Event Marketing

With the developments of internet and new media, the cake of advertising market's gradually devided, which forces the traditional media to change their operating models. Integrating all resources and advantages, all media's catering to the market demand to try event marketing operations. But nearly all tries have fairly severe problems in cross-media cooperation.Those ever-tried cross-media cooperations mainly focus on the reuseness of news content. Over recent years, the internet's played a significant role in broadcasting information and has cumulated abundant experience in news planning and event marketing. Through the ever-increasing successful internet events, the cooperation between internet and the traditional media has been enhanced. With the development of the technology and the notions of the media integration, the styles and the grades in which meida tried the media integration has continually advancing,which lie a basis for this essay to do researches on the theories and practices of cross-media cooperation in media event marketing.In the essay, the basic economic,structural and broadcasting elements of the media event marketing are attained through the analysis of some successful examples. Based on these elements, the basic procedure of media event marketing is formed, and after deeply analyzing the theories of integrated news and the forming and interacting of topics, how all media interact and how the rescievers influence the media's topic forming are rationally solved, and the broadcasting options'effects on the event are alse analyzed, so finally comes cross-media model of media event marketing.