A “spinning top” syndrome – about media auto-promotion

Anna Jupowicz-Ginalska

The article is in connection with a subject which has not, so far, been scientifically analysed. Firstly, the author shows why media apply promotion in their activities and presents various types of such promotion, as a result of their belonging to different proprietary groups. Next, the author defines auto-promotion and autocross-promotion, including their specific features. She classifies the described phenomena, based on type of media, time of conducted activities, type of promoted content, promotional continuity and type of conducted activities (auto-promotion and auto-PR). The author also lists numerous auto-promotion tasks, self-promotion and auto-PR techniques, and provides numerous examples of media practices.

KEYWORDS

media marketing, media promotion, personalized brand