PT  - JOURNAL ARTICLE
AU  - Kyung-Ah Byun
AU  - Doori Song
AU  - Mikyoung Kim
TI  - The Dilution Effects of Media Strategy On Brands' Copromotion Efficiency
AID  - 10.2501/JAR-2017-027
DP  - 2017 Jun 01
TA  - Journal of Advertising Research
PG  - 207--226
VI  - 57
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/57/2/207.short
4100  - http://www.journalofadvertisingresearch.com/content/57/2/207.full
SO  - J Advert Res2017 Jun 01; 57
AB  - 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.