Problems
One of the major problems with cross-media marketing is the creative development level. Getting one group to collectively use their creativity and communicate with the other areas of work is very difficult when one team is working on television, another is involved in designing the print creative, another is developing radio ads, and yet another is putting together the Internet program. Although the messaging elements are not very hard to compose, creating a campaign that is completely mutually dependent, with each branch of the project fulfilling their task, is quite impossible when the creative teams are split. Therefore, to achieve some sort of cohesion, teams must communicate and corporate with each branch.
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