The Hyperdermic Needle Model
This is a model of communications, sometimes reffered to as the "magic bullet" perspective is the idea that the message sent is fully received by the receiver. The hypodermic needle theory meant that mass media had a direct, immediate and powerful effect on their audiences. It was involved with the fast rise in televison an radio in the the 1940's and 50's and was also used in properganda duying world war II. People received 100% of what they were meant to receive.
Synergy
When two things are combined so that the total force is greater. The relationship between two products of media that improve the exposure of each other. I suppose this could be used as a form of advertising on things like small blogs if you put a link to someone elses work or blog.
