Horizontal and vertical integration : according to http://bizdharma.com/blog/what-is-vertical-and-horizontal-integration/ and http://vpdao.iweb.bsu.edu/profile.html
Vertical integration - is the process in which several steps in the production and/or distribution of a product or service are controlled by a single company or entity, in order to increase that company’s or entity’s power in the marketplace. E.g Walt Disney plans, produces, advertises, and distributes all of its products on its own.
Horizontal integration (also known as lateral integration) - simply means a strategy to increase your market share by taking over a similar company. This take over / merger / buyout can be done in the same geography or probably in other countries. E.g Walt Disney owns many studio entertainment, consumer product companies, and media networks.
Media synergy : according to www. wikipedia.com
synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate. E.g films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. E.g the Spider-Man films had toys of webshooters and figures of the characters made, as well as posters and games.
Viral Marketing: according to www.wikipedia.com
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales). E.g pop-ups on the side of facebook
