RT Journal Article SR Electronic T1 The Dilution Effects of Media Strategy On Brands' Copromotion Efficiency JF Journal of Advertising Research JO J Advert Res FD WARC SP 207 OP 226 DO 10.2501/JAR-2017-027 VO 57 IS 2 A1 Byun, Kyung-Ah A1 Song, Doori A1 Kim, Mikyoung YR 2017 UL http://www.journalofadvertisingresearch.com/content/57/2/207.abstract 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.