Final answer:
The collaborative advertising efforts between a label and a retailer is not called push-through advertising, but co-op advertising. Such joint efforts are part of a synergistic approach within the attention economy to ensure consistent branding messages across multiple platforms.
Step-by-step explanation:
The notion that when a label and retailer collaborate on paid advertising efforts it's called push-through advertising is actually false. The term for this joint marketing effort is more accurately referred to as co-op advertising or cooperative advertising.
This is when a brand and a retailer or distributor work together on marketing and share the costs. An example would be a brand running a special promotion in a retail store where both brand and retailer contribute to the advertising expenses and collaborate on the campaign's execution.
Such advertising strategies are part of the attention economy, which is increasingly relevant in our media-saturated society. Companies, such as those mentioned in Naomi Klein's 'No Logo', use various advertising platforms to ensure that consumers receive consistent branding messages from multiple points of contact.
This synergy in advertising practice helps in brand recall and consumer persuasion, as illustrated by the hypothetical comprehensive ad campaign for Miller beer at a stadium. The trend of advertising homogenization, as suggested by research, indicates that despite the plethora of media channels, the core messages remain similar, pointing to a lack of diversity in media representation and messaging.