The document discusses creating an effective marketing campaign through synergy across promotional materials. It provides an example of how the film Tron Legacy used synergy in its marketing by maintaining consistent fonts, colors, sounds, and cameo appearances. The author then explains how they created synergy across their own teaser trailer, poster, and magazine cover for a horror film called "The Watched" by using the same font, color scheme, mask imagery, slogans, and red glow effects throughout. Maintaining these visual and textual consistencies allows the materials to be clearly associated and creates a cohesive promotional campaign that will effectively advertise the film and draw in larger audiences.