Ownership and control
1) What is vertical integration? What are the benefits of vertical integration for media companies? it is when a company buys what it needs to make more money and profit 2) What is horizontal integration? What are the benefits of horizontal integration for media companies? it is where one company buys another company at the same level of distribution 3) What is synergy? An example of it is when companies make merchandise from a movie to spread awareness of their brand. 4) Give an example of a brand that appears across different media products and platforms. Marvel is a brand and the name is on t shirts and movie names and toys and DVD discs.