First of all, what is media? The Wikipedia definition is
“In communication, media (singular medium) are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose.”
So, in our words it’s a method to share information i.e. television, internet, billboards, flyers, etc.
Cross Media means that one company uses several kinds of media to deliver this information. This is used with different kind of goals, like giving as much information as possible, be accessible for as much people as possible or let the people participate (i.e. vote by SMS).
All in all Cross Media Intereaction is exactly what the name implies it's a interaction between multiple media in order to get the best results possible.
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