Personal information including the customer's age, gender and the environment where they live (town, city, etc.); Calculating the date of expiration of a customer's magazine subscription is very important because then the marketing company is able send the individual a notice about re-subscribing; Keeping track of a customer's involvement and acceptance rate in the company's offers is very essential. If a customer is providing the company with constant business than sending them an offer for in store redemption is common courtesy. Problems One of the major problems with cross-media marketing is the creative development level. Getting one group to collectively use their creativity and communicate with the other areas of work is very difficult when one team is working on television, another is involved in designing the print creative, another is developing radio ads, and yet another is putting together the Internet program. Although the messaging elements are not very hard to compose, creating a campaign that is completely mutually dependent, with each branch of the project fulfilling their task, is quite impossible when the creative teams are split. Therefore, to achieve some sort of cohesion, teams must communicate and corporate with each branch. Examples Alto Clothing Alto Clothing is an online company that sells garments for tall males. In 2005, Alto opened a cross-media marketing effort with the assistance of an agency called Neoco. The clothing company was looking to increase sales and publicity of the line; therefore, they created an ecommerce site. Alto plans on using a mixture of viral, press, and online activity. The ads will be shown on high-profile sites such as Time Out. In addition, an email campaign will be sent to 100,000 men. "Andres and Henriette" In 2003, a financial marketing company in Denmark series on the internet entitled Anders and Henriette, as a cross-media marketing scheme to promote their financial assistance program. The production was about a young couple that was going to live together. The series of eight episodes was a major success because it attracted 300,000 individuals, in which ninety percent of them viewed the site again. Consequently, the campaign made the name of the financial foundation a well-known brand name. See also Product placement Real-time marketing Tie-in References ACTeN- Anticipating Content Technology Needs. "Cross-media." E-content Report 8. 7 Mar. 2007. Bloomberg News. "Cross Media Unit Faces Complaint From the F.T.C." New York Times 11 Apr. 2002: C2. "Cross Media Marketing."