Cooperative Advertising: An arrangement between a manufacturer and reseller whereby the manufacturer pays for all or some of the advertising costs undertaken by the reseller.



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



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