NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising Research (JAR) has argued.
In the latest edition of JAR, The Dilution Effects of Media Strategy on Brands’ Co-promotion Efficiency: Identifying Best Practices for Co-promotion Media Planning demonstrates how brand custodians can maintain advertising performance with less investment by re-examining the media strategies that support co-promotion.
Among the findings from authors Kyung-Ah Byun (University of Texas at Tyler), Doori Song (Youngstown State University), and Mikyoung Kim (Hongik University, South Korea): Concentrated media use is more effective in improving co-promotion efficiency than extensive media use.
“In terms of media planning, the use of multiple media is not always desired,” they asserted. “Indeed, the brand with high advertising efficiency … employed concentrated (fewer) media,” they reported.
Additionally, the study showed, pulsing scheduling is more effective than continuous scheduling. “Understanding co-promotion efficiency provides a gauge on how well the mutually invested resources are being used for better performance,” the authors wrote.
Elsewhere, the analysis revealed that constructing long-term connections between products will require a similar commitment in terms of messaging.
Brand managers, the academics suggested: “Need to place media for multiple years to increase co-promotion efficiency, especially when a long-term relationship with partnered brands is desirable; the long-term, repeated exposure can help consumers develop brand schema.”
Overall, the authors proposed, marketers should redouble their efforts to understand co-promotion in order to maximise return on investment.
“Of the many factors that managers can control for co-promotion efficiency, media expenditure accounts for the major portion of campaign budgets,” they said.
“Media planning is particularly important, because channels are fragmented with a multitude of new advertising media, and consumers are able to customise the feed of advertising messages they wish to view.
“Investigating the role of media planning in a co-promotion strategy thus will provide important opportunities for marketers to be successful while minimising waste of shared resources.”
In the latest edition of JAR, The Dilution Effects of Media Strategy on Brands’ Co-promotion Efficiency: Identifying Best Practices for Co-promotion Media Planning demonstrates how brand custodians can maintain advertising performance with less investment by re-examining the media strategies that support co-promotion.
Among the findings from authors Kyung-Ah Byun (University of Texas at Tyler), Doori Song (Youngstown State University), and Mikyoung Kim (Hongik University, South Korea): Concentrated media use is more effective in improving co-promotion efficiency than extensive media use.
“In terms of media planning, the use of multiple media is not always desired,” they asserted. “Indeed, the brand with high advertising efficiency … employed concentrated (fewer) media,” they reported.
Additionally, the study showed, pulsing scheduling is more effective than continuous scheduling. “Understanding co-promotion efficiency provides a gauge on how well the mutually invested resources are being used for better performance,” the authors wrote.
Elsewhere, the analysis revealed that constructing long-term connections between products will require a similar commitment in terms of messaging.
Brand managers, the academics suggested: “Need to place media for multiple years to increase co-promotion efficiency, especially when a long-term relationship with partnered brands is desirable; the long-term, repeated exposure can help consumers develop brand schema.”
Overall, the authors proposed, marketers should redouble their efforts to understand co-promotion in order to maximise return on investment.
“Of the many factors that managers can control for co-promotion efficiency, media expenditure accounts for the major portion of campaign budgets,” they said.
“Media planning is particularly important, because channels are fragmented with a multitude of new advertising media, and consumers are able to customise the feed of advertising messages they wish to view.
“Investigating the role of media planning in a co-promotion strategy thus will provide important opportunities for marketers to be successful while minimising waste of shared resources.”
Data sourced from Journal of Advertising Research; additional content by WARC staff