Co-operative Advertising: An arrangement between a manufacturer and reseller whereby the manufacturer pays for all or some of the advertising costs undertaken by the reseller.
Why is Co-op Advertising Used?
• Manufacturers can achieve advertising support on a local-market basis
• Provide them with a way to associate their products in the consumer’s mind with specific retail outlets
• Stimulates greater retailer buying and merchandising support
• Enables manufacturers to have access to local media with lower rates
Why is Co-op Advertising Used?
• Manufacturers can achieve advertising support on a local-market basis
• Provide them with a way to associate their products in the consumer’s mind with specific retail outlets
• Stimulates greater retailer buying and merchandising support
• Enables manufacturers to have access to local media with lower rates