When two companies share an advertising campaign, it is called ______

• A. Cross-promotional advertising
• B. Joint advertising
• C. Co-branding campaign
• D. Shared-media campaign

Answer: (A)

Cross-promotional advertising is when two brands promote each other’s products to each other’s audiences as part of a single campaign. The idea is that each brand helps the other reach new customers by sharing messaging and exposure, without creating a single product or unified branding. This differs from co-branding, where the brands merge on a single product or line with combined branding; from joint advertising that doesn’t emphasize mutual audience exchange; and from a shared-media campaign, which focuses on using the same media channels rather than a direct cross-promotion between brands.