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

MANAGEMENT SLANT

  • Concentrated media use is more effective in improving copromotion efficiency than extensive media use.
  • In short-term media scheduling, pulsing scheduling is more effective in improving copromotion efficiency than continuous scheduling.
  • Employing pulsing scheduling with concentrated media use can improve copromotion efficiency more than continuous scheduling with multiple media use.
  • Long-term repetition of copromotion for multiple years can contribute to better copromotion efficiency.