Co-Op Advertising: The Authoritative Guide to Promotional Allowance Marketing for Advertisers, Retailers, and Distributors

ISBN: 0844234176

Author: Houk, Bob

Condition: New

Cooperative advertising (co-op) is one of the great mysteries of contemporary marketing. Its basic, everyday definition - the joint promotion effort of two or more parties in the selling chain - is easy to understand. So is the potential: the synergism of different marketers and sellers working together to maximize advertising impact and profitability.Yet year after year the business press reports that millions of co-op dollars go unused.Why? Because the laws regulating co-op are very complicated, and the relationships among sellers can become extremely complex. And the cost of making mistakes in either arena can be extraordinarily high.This is why anyone responsible for spending a firm's marketing dollars - manufacturer, wholesaler, distributor, or retailer - needs a copy of Co-op Advertising.Published in conjunction with the Association of National Advertisers, this book shows how to capitalize on the opportunities and avoid the pitfalls of co-op advertising with expert guidance on: sensible approaches to setting realistic financial goals and guidelines; practical advice for dealing effectively with complex co-op rules and regulations; easy-to-use, common-sense guidelines for developing, administering, budgeting, reporting, and evaluating program goals; unique approaches to co-op programs and ways to tailor them to your company's needs; and imaginative ways to take your company global with the new, emerging forms of international co-op.All of this information is presented in 13 concise, easy-to-understand chapters with more than 30 tables, charts, and forms you can use to customize your own programs and manage effectively. The book ends with a complete glossary of co-op terms, a list of specialized resources, FTC forms, and a listing of additional sources of information.