The Dilution Effects of Media Strategy on Brands’ Copromotion Efficiency: Identifying Best Practices for Copromotion Media Planning

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 Dilution Effects of Media Strategy on Brands' Copromotion Efficiency: Identifying Best Practices for Copromotion Media Planning

Kyung-Ah Byun

University of Texas at Tyler

Doori Song

Youngstown State University

Mikyoung Kim

Hongik University

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