Co-operative advertising programs provide a multi-billion dollar win-win-win situation for retailers, their suppliers and the media, but much of the money goes unclaimed. That's because many small retailers do not take advantage of the opportunities that the system offers to:

• Reduce the cost of retail advertising;
• Increase retail advertising;
• Enhance retail advertising by adding color, graphics or new media.

Co-op Advertising Designed to Help Retailers Sell More Product

Co-operative advertising is a simple and logical concept: Product manufacturers or wholesale suppliers provide dollars and materials to help retailers advertise their products for their mutual benefit. The complexity, which can be considerable, and challenge is in the details of each individual supplier plan.

The basic requirement is that the retailer refer to the specific product name and/or graphic in the ad. Instead of simply advertising a generic soft drink, the retailer advertises a specific brand of soft drink.

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