(Excerpt from article)
[Alain Thys]: As most of the marketing population didn't yet get the transmedia memo, could you describe in a few words what the field is about?
[Andrea Phillips]: The three-word answer is "intertextuality across platforms." What that means is using different media together in the interests of telling a single, cohesive story, where each piece is made better by the contributions of each other piece. You can use each piece to add layers of meaning to the others, and provide deeper, richer narratives than would fit in only one medium.
OK - now you know why I have a marketeer-crush on Andrea. Who else would throw out the word "intertextuality"?!