What is synergy and Convergence???

Synergy simply means working together to achieve an objective that couldn’t be achieved independently. In media terms this is where media conglomerates incorporate smaller subsidiaries or other branded companies to promote their own product.  Cross-media convergence can help with synergy if companies are wise enough to take advantage of the links they have created. Walt Disney pioneered synergy as he allowed other companies to advertise and have the rights to use his famous Mickey Mouse character. A recent example would be the brand new Audi advert incorporating The Avengers (as seen below) 

It is obvious that Audi and The Avengers (Marvel) are have high market shares in their respective fields, therefore, they have chosen to join forces. This is very clever marketing by Audi as it widens its customer base whilst also providing The Avengers with a sneak peak trailer.