Defintions

Hyper-dermic needle effect - This is the idea that mass media had a direct, immediate and powerful effect on its audiences.

Synergy - is the promotion and sale of a product throughout the various subsidiaries of a media conglomerate,e.g. films, soundtracks or video games. An example of this is Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. (Wikipedia)