The Dilution Effects of Media Strategy On Brands' Copromotion Efficiency: Identifying Best Practices For Copromotion Media Planning

초록

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super efficiency data-envelopment analysis. The results show that concentrated media use was more effective in improving copromotion efficiency than extensive media use was in retail sales. In short-term media scheduling, pulsing scheduling led to higher copromotion efficiency than did continuous scheduling. Two-way interaction effects between the number of media uses and scheduling on copromotion efficiency were found also. The positive effect of concentrated media use was stronger for pulsing scheduling than for continuous scheduling. Finally, long-term, multiyear scheduling contributed to copromotion-efficiency improvement.

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