The Dilution Effects of Media Strategy on Brands' Copromotion Efficiency: Identifying Best Practices for Copromotion Media Planning
University of Texas at Tyler
Youngstown State University
- 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.